《Optimove:2023年返校季消费者调查报告(英文版)(21页).pdf》由会员分享,可在线阅读,更多相关《Optimove:2023年返校季消费者调查报告(英文版)(21页).pdf(21页珍藏版)》请在三个皮匠报告上搜索。
1、2023 Back-to-School Consumer Survey2023 Back-to-School Consumer SurveyThe 2023 Back-to-School Survey by Optimove highlights that 88%of consumers are steadfastly brand loyal and will return to their go-to stores and websites for back-to-school shopping.Additionally,a vast majority(86%)are predisposed
2、 to repeat purchases from the same brands as last year.Despite generally being budget-minded,parents or guardians are willing to spend more on educational needs.Approximately half of the consumers surveyed intend to spend more on school supplies in 2023,a noteworthy rise from past surveys during oth
3、er shopping periods including Holidays,Summer,and Mothers Day.In addition,as in past years,the bulk of back-to-school shopping(76%)will be initiated in July or August.While consumers are willing to invest more in school essentials,over seventy percent(70%)still prioritize price and quality.This cont
4、inues the trend Optimove has observed in previous surveys and indicates that budget consciousness remains,with shoppers keen on securing the right items for the academic year.In the shopping process,decision-making is predominantly driven by adults.Parents or guardians have reported being in control
5、 of purchases.Clothes and classroom materials emerge as priority purchases,and the trust in a brand and control over personal information remain non-negotiable for consumers.Based on these insights,brands can consider the following strategies,all underpinned by the principles of Customer-Led Marketi
6、ng,to cultivate consumerloyalty:2Executive Summary2023 Back-to-School Consumer Survey31.Loyalty Programs:Given the inclination of consumers towards preferred retailers,retailers should consider developing or enhancing loyalty programs to incentivize repeat customers.2.Value Proposition:As price and
7、quality are key determinants,retailers should focus on offering high-quality products at competitive prices,which could involve bundling products or offering loyalty program benefits.3.Product Variety/Specificity:Ensure the availability of a wide range of essential items.Given the surveys results,a
8、sufficient stock of clothing and classroom materials should be maintained to cater to varied preferences.In addition,if possible,local retailers should have specific items required by the regional school districts.4.Customer Trust:Build consumer trust by ensuring transparency,maintaining secure chec
9、kout processes,responding promptly to customer inquiries,and responsibly managing customer data.5.Control of Personal Information:Given the consumer emphasis on data control,retailers should bolster their privacy policies and ensure transparent communication of these to their customers.6.Brand Reput
10、ation:Foster positive customer reviews to build trust.Excellent customer service should be the focus,along with active engagement with customer reviews,both positive and negative.7.Family-Centric Marketing:With adult-led purchasing decisions and the influence of children,family-oriented marketing co
11、uld be beneficial.8.Omnichannel Experience:A seamless shopping experience across online and physical platforms will cater to varied customer preferences.By adopting these strategies,retailers have the opportunity to enhance consumer loyalty,increase sales,and build stronger relationships with their
12、customers.Critical to driving customer loyalty is for brands to employ Customer-Led Marketing The Optimove 2023 Back-to-School Survey queried 214 U.S.citizens in June 2023.Respondents are parents or guardians of children from pre-kindergarten to high school seniors.Respondents are ages 2560,half mal
13、e and half female,with household incomes of$75,000 or more.4Methodology2023 Back-to-School Consumer Surveyby starting marketing with the customer instead of a campaign or product.Customer-Led Marketing has been proven to deliver brands an average increase of 33%in customer lifetime value.5Brand Loya
14、lty Remains Steadfast88%plan to return to their preferred retailersA significant 88%of consumers already have their go-to stores and websites for back-to-school shopping.Additionally,a vast majority(86%)are predisposed to repeat purchases from the same brands as last year.Leading the market are majo
15、r online and offline retailers,capturing a significant share of the industry.This consumer preference highlights the value placed on convenience and a seamless shopping experience where a diverse range of products can be found in one place.The growing challenge of work/life balance further underscor
16、es the importance of hassle-free shopping.Reporting on a 2022 SurveyMonkey poll reveals that parents with children face greater difficulties in maintaining work/life balance compared to adults without children.Among American workers,64%find it easy to balance work and personal lives.However,this per
17、centage drops to 62%for married or partnered dads and 56%for married or partnered moms.Single dads are at 56%,while only 52%of single moms find it easy.These findings highlight the added challenges parents,particularly moms,encounter in managing their professional and personal responsibilities.These
18、 insights underscore the need for retailers to provide a comprehensive range of products,including apparel,stationery,backpacks,and electronics,all in one convenient location.By efficiently fulfilling back-to-school shopping needs while considering the demands of family life,retailers can cater to t
19、he needs of busy parents effectively.2023 Back-to-School Consumer SurveySource:Optimove 2023 Back-to-School Shopping Survey6Source:Optimove 2023 Back-to-School Shopping Survey2023 Back-to-School Consumer Survey52%36%11%Very likelyLikelyNeither likely nor unlikely0%Unlikely1%Very unlikelyHow likely a
20、re you to purchase from the same brand(s)you purchased with last year?7Source:Optimove 2023 Back-to-School Shopping Survey2023 Back-to-School Consumer SurveyBudgets for Back to School Not Part of Discretionary SpendingAlmost half of consumers(48%)plan to allot a larger budget for school supplies com
21、pared to 2022,marking a significant leap from previous surveys where only 22%or less intended to increase their spending.The difference lies in the focus of the surveys,as earlier ones inquired about the total spending budget,while this one zeroed in on the specific back-to-school budget.This unders
22、cores the high priority placed on education.Parents and guardians view spending on education as a valuable investment in their childrens future and societal advancement.Eighty-five percent(85%)of respondents said that they will be able to get everything they need for back-to-school.Budgets and Quali
23、ty48%38%14%MoreLessThe SameIs your budget for back-to-school shopping for 2023 more,less,or the same as 2022(last year)?82023 Back-to-School Consumer SurveySource:Composite of Optimove Consumer Shopping SurveyPrice and quality continue as top purchase factors The top deciding factors in consumers pu
24、rchase decisions are undeniably price(77%)and quality(74%),with brand reputation trailing far behind as a distant third consideration(32%).This trend mirrors our findings from the Summer Shopping Survey,where respondents similarly prioritized price(77%)and quality(78%).Brand reputation,again,held a
25、significantly lower influence at 28%.However,its important to note that a tarnished brand reputation can swiftly overshadow the appeal of attractive pricing and high-quality goods.Budget MoreBudget the SameBudget LessAugust 2022February 2023March 2023June 2023Do you plan to budget more,less or the s
26、ame for shopping over the next six months50%40%30%20%19%14%22%48%42%41%38%39%39%37%14%47%10%0%Planned consumer shopping budgets2023 Back-to-School Consumer Survey90%10%20%30%40%50%60%70%80%QualityPriceBrand ReputationAvailability of discounts/promotionsStyle/trendinessCustomer reviews/ratingsConveni
27、enceSustainability/eco-friendlinessRecommendations from friends/familyWhat top 3 factors influence your purchasing decisions when shopping for summer items?QualityPriceBrand ReputationAvailability of discounts/promotionsStyle/trendinessCustomer reviews/ratingsConvenienceSustainability/eco-friendline
28、ssRecommendations from friends/familyWhat are the top factors influencing your purchasing decisions when shopping for back-to-school items?78%77%28%26%25%24%20%13%9%0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%Source:Optimove 2023 Consumer Summer Shopping SurveySource:2023 Back-to-School Cons
29、umer Survey0%10%20%30%40%50%60%70%80%77%74%32%28%27%12%22%12%5%10Source:Optimove 2023 Back-to-School Shopping SurveyCosts for Back-to-School Adds UpA significant 83%of back-to-school shoppers anticipate spending over$101 per child,with nearly half(45%)preparing to shell out more than$201 on items pe
30、r child.A full quarter of respondents are bracing for expenses exceeding$301 for each child.Furthermore,nearly half(48%)of the respondents anticipate spending more on back-to-school shopping in 2023 compared to the previous year.It means that the cost of being ready for that first class in the fall
31、is likely to exceed more than$150 per child.Shopping Concerns and ChallengesAs expected,the primary shopping concern for 46%of respondents is budget management.The second most common concern,indicated by 44%of respondents,involves locating the right sizes for clothing.Closely following,42%of respond
32、ents voiced concerns about balancing work commitments with the time required for shopping.2023 Back-to-School Consumer Survey38%20%16%25%1%Less than$50$51 to$100$101 to$200$201 to$300$301 or moreOn average,how much do you plan to spend per child on back-to-school shopping this year?11Source:Optimove
33、 2023 Back-to-School Shopping SurveyAdditional challenges revolved around item acquisition.These included difficulties in locating specific school supplies(36%),managing supply lists in tandem with the availability of required items(35%),and dealing with limited item availability(32%).It indicates t
34、hat local stores would benefit by having specified items required by school districts.Adults still in control of purchaseWhile kids may have their wish lists,it is primarily the adults who hold the reins on final purchasing decisions.A significant 55%of parents or guardians reported having complete
35、control over purchases,compared to just 14%of children with similar autonomy.The remaining 31%mentioned decision-making as a collaborative process,with both adults and children involved.2023 Back-to-School Consumer Survey0%10%20%30%40%50%What specific challenges or concerns do you have regarding bac
36、k-to-school shopping this year?46%44%42%36%35%35%32%25%1%Budget constraintsFinding the right sizes for clothing and shoesBalancing work and time for shoppingDifficulty finding specific school suppliesManaging multiple school supply listsLimited availability of desired itemsShipping delays for online
37、 purchasesSafety concerns related to in-store shoppingOther122023 Back-to-School Consumer SurveyApparel and Classroom Supplies Lead Shopping ListsThe start of a school year often kindles nostalgia,harkening back to the scent of fresh shoes and newly sharpened pencils that filled the air.Despite the
38、changing times,certain essentials remain timeless as revealed by survey respondents who ranked clothes(83%)and classroom materials(78%)as their top purchases.These items were closely followed by backpacks at 66%,and lunchboxes and water bottles at 62%.Although todays school experience has evolved fr
39、om the scent of a new book to the coolness of a fresh computer or tablet,it appears that electronics such as laptops,calculators,and tablets are on the shopping list of only 41%of respondents.The lower intent to purchase electronics could be attributable to several factors schools might be providing
40、 these tools,there might be no need for new costly longer lifespan electronics,or there may be budgetary constraints.Source:Optimove 2023 Back-to-School Shopping Survey55%31%14%I do parent or guardianThe child doesMutual decision betweenparent/guardian and childWho controls the purchase decision on
41、back-to-school?13Source:Optimove 2023 Back-to-School Shopping Survey2023 Back-to-School Consumer Survey83%66%62%41%78%Classroom materials(e.g.,notebooks,pencils)Clothing and shoesBackpacksLunchboxes and water bottlesElectronics(e.g.,laptops,calculators)Which types of items do you usually purchase fo
42、r back-to-school?0%20%40%60%80%100%The bulk of back-to-school shopping starts in July and August as 76%of shoppers initiate purchases in those months,with 43%beginning shopping in July.Just 9%are last-minute shoppers starting in August.Sixteen percent(16%)are early-bird shoppers starting in or befor
43、e June.Shopping timing is consistent with other data.For example,according to Deloitte Insights,in 2022,50%of planned spend was to occur by the end of July,down from 53%in 2021,but higher than 45%in 2020.The bottom line is that when school breaks for the Summer,parents are already planning for the F
44、all.2023 Back-to-School Consumer SurveyBulk of Shopping In July/August140%10%20%30%40%50%Source:Optimove 2023 Back-to-School Shopping Survey3%43%33%9%13%Before JuneJuneJulyAugustSeptemberWhen do you typically start your back-to-school shopping?Discounts and promotions only entice 1/3 of shoppers to
45、shop early,yet 85%always look for dealsAlthough discounts and promotions prompt 36%of consumers to shop earlier than usual,a notable 64%are driven by other factors.These include the convenience and reduced stress of early shopping(14%),early access 152023 Back-to-School Consumer Surveyto new product
46、s(9%),bonuses with early purchases(8%),and personalized recommendations and reminders(8%).This trend suggests to retailers the need to tailor experiences for both returning and first-time customers.Advanced,real-time recommendation models can enrich the shopping experience,expand the cart size,and s
47、ubstantially uplift conversion rates.While deals may not be the absolute primary driving force for early shopping,it is noteworthy that there is a constant background murmur of cost-conscious shopping behavior as 85%of consumers relentlessly pursue the best prices.Source:Optimove 2023 Back-to-School
48、 Shopping SurveyWhat would incentivize you most to shop earlier than normal?0%5%10%15%20%25%30%35%40%Discounts and promotionsConvenience and reduced stressEarly access to new productsGifts with early purchasesPersonalized recommendations and remindersReward programsSocial proof and customer testimon
49、ialsLimited-time free shippingLimited availability or scarcityOther7%36%14%7%5%4%2%8%8%9%162023 Back-to-School Consumer SurveyConsumers Adjust Shopping Patterns By ProductConsumers shopping patterns change by product A significant majority of todays back-to-school shoppers,approximately 62%,demonstr
50、ate a blended approach to their purchases,utilizing both physical stores and online platforms.A mere 14%restrict their shopping exclusively to online channels.These trends reflect a strong propensity among back-to-school shoppers for a tactile shopping experience and possibly the traditional appeal
51、of a family-oriented shopping excursion.It supports that consumers actions are to research products online and purchase in-store.Interestingly,this pattern deviates when we compare shopping behaviors across specific categories including soft goods,hard goods,travel,skincare/cosmetics,and Mothers Day
52、 gifts,based on our 2023 surveys.Soft goods purchasers resemble back-to-school shoppers,as 56%prefer a mix of online and in-store shopping.The need to“try on”apparel items may drive this affinity for physical and digital channels alike.Hard goods buyers,on the other hand,tend to favor physical shopp
53、ing experiences.Approximately 40%shop solely in-store,and an additional 41%shop both online and in-store,suggesting that eight in ten need a more tactile evaluation of products.Travel shoppers largely opt for online platforms,with a 68%exclusively using digital channels,and a further 23%also utilizi
54、ng physical outlets.The remaining 9%may comprise travelers with more complex itineraries that necessitate professional assistance.17Skincare/cosmetics consumers prefer a more hands-on approach,with 47%utilizing both online and in-store shopping,and 29%opting for in-store purchases only suggesting th
55、at more than three in four(76%)seek an in-store experience.These products often necessitate direct experience before purchase.When shopping for Mothers Day,approximately 38%of consumers reported using a blend of online and physical stores,with 27%opting solely for in-store purchases,and 35%relying o
56、nly on online platforms.These results verify that shopping behaviors fluctuate depending on the nature of the product or event.Nevertheless,the omnipresence of todays shoppers remains a constant.Hence,it is imperative for marketers to employ a customer-centric,omnichannel strategy,ensuring a unified
57、 and consistent experience across physical stores,mobile apps,and websites.An omnipresent consumer requires brands employ an omnichannel unified shopping experience.In doing so,marketers will have consistent effective marketing across various touchpoints,allowing consumers to move seamlessly between
58、 the physical and the digital.Source:Optimove 2023 Back-to-School Shopping Survey2023 Back-to-School Consumer Survey182023 Back-to-School Consumer SurveyHow consumers prefer to shop by categoryBack-to-SchoolSoft GoodsHard GoodsTravelSkin care/CosmeticsMothers Day0%10%20%30%40%50%60%70%62%54%41%In st
59、ore and OnlineIn StoreOnline23%38%47%24%24%40%9%27%29%14%22%19%68%35%24%Control of Personal InformationIn the recent back-to-school survey,when asked who controlled their personal information,only 28%of respondents believed the brand did,while a significantly higher number,57%,felt they were in cont
60、rol.The remaining 15%felt that neither had control.Furthermore,an overwhelming 77%of respondents stated that it was extremely or very important that they controlled their personal information.Contrastingly,in the March survey,respondents were more divided.Forty-one percent thought the brand had cont
61、rol,nearly equal to the 40%who believed they were in control.The remaining 19%felt that neither party held control.However,even then,the importance of controlling personal information was high,with 67%considering it extremely or very important.The shift from March Source:Optimove 2023 Back-to-School
62、 Shopping Survey192023 Back-to-School Consumer Surveyto the recent survey indicates an increased awareness and concern among consumers regarding the control over their personal data.Source:Composite of Optimove Shopping Surveys57%28%15%When you shop online at leading retail stores/sites,who do you f
63、eel is in control of your personal information you share?Who is in control of your personal information?How important is it that you are in control of your personal information?SummerBack-to-schoolSummerBack-to-school43%34%22%Extremely importantVery importantSomewhat importantNot so importantNot at
64、all important1%1%How important to you is it that you are in control of the personal information you share with an online brand?40%41%19%37%30%25%7%I feel that I AM IN CONTROL of the personal information I shareTHE BRAND IS IN CONTROL of the personal information I shareNEITHER I,nor the brand,is in c
65、ontrol of the personal information I share202023 Back-to-School Consumer SurveyTrust remains increasingly paramountIn March,a significant 73%of respondents noted their readiness to unsubscribe from a brand if they felt their personal information was being misused.In this back-to-school survey,the fi
66、gure climbed even higher to 77%.These results emphasize the crucial role of trust between consumers and brands in maintaining customer loyalty.Any perceived misuse of personal information can quicklyerode this trust and consequently jeopardize consumer loyalty.The top factors that build trust are po
67、sitive customer reviews(55%),a secure checkout process(55%),established reputation(54%)and easy return policy(52%).Source:Optimove 2023 Back-to-School Shopping Survey10%27%33%30%Extremely confidentVery confidentSomewhat confidentNot so confident0%Not at all confidentHow confident are you in the secu
68、rity of your personal information as you shop online for back-to-school items?Optimove is the first Customer-Led Marketing Platform.Its solutions ensure that marketing always starts with the customer instead of a campaign or product.Customer-led marketing has been proven to deliver brands an average
69、 increase of 33%in customer lifetime value.It is the only customer-led marketing platform powered by the combination of 1)rich historical,real-time,and predictive customer data,2)AI-led multichannel journey orchestration,and 3)statistically credible multitouch attribution of every marketing action.O
70、ptimove provides industry-specific and use-case solutions for hundreds of leading consumer brands including BetMGM,SodaStream,Pennsylvania Lottery,Papa Johns,bet365 and Staples.For more information go to OSource:Optimove 2023 Back-to-School Shopping Survey21About Optimove2023 Back-to-School Consumer
71、 Survey0%10%20%30%40%50%60%Positive customer reviewsSecure checkout processEstablished reputationEasy return policyClear and transparent product informationKnown brand nameSSL encryption on websiteCustomer service responsivenessWhat factors contribute to your trust in an online merchant when shopping for back-to-school items?55%55%54%52%36%31%31%20%