How brands can build loyalty by helping parents with the back-to-school rush

Parents everywhere are about to heave a massive sigh of relief as millions of kids head back-to-school after a long summer.

Of course, this also means there’s lots to prepare for in terms of buying new uniforms, technology and other essential school supplies.

Daniel Todaro, CEO at creative customer experience marketing agency, Gekko, believes there’s also a £2.3bn opportunity for brands to build loyalty if they step up to help parents with the last-minute dash for supplies for their young learners…

School starts up again next week, and with that comes the inevitable back-to-school spend.

According to our recent research, buying school supplies before the new year sets parents back an average of £452.40 per child, when including everything from school uniforms and backpacks to laptops and mobile phones.

With seven out of ten (71%) of parents agreeing that rising costs are making it harder to afford back-to-school spending, and 61% worried about how they will foot the bill, many parents are left feeling stressed about the experience before they even begin.

Whether they have a tendency to leave things to the last minute to accommodate a child’s potential growth, or waiting for payday, many parents may find themselves rushing around the shops in these last few days before the new term, adding to the pressures they are facing.

Over the next few days, retail marketers have an opportunity to build and strengthen their relationships with parents.

To read the published research featuring a comment by Dan Todaro, Managing Director please visit MediaShotz