As the school year ends each summer, a key sales opportunity begins for European retailers.
Families that shop for clothes, shoes, stationery and accessories that their children will need when the next term begins are a valuable revenue driver – and the spend taking place in 2017 is likely to end up even higher than last year, says Kantar.
Yet many retailers fail to make the most of the back-to-school sales potential. Shopper traffic during school holidays can be erratic, making the planning of inventory and staffing levels a challenge.
To help you plan your summer retail strategy more effectively, we’ve identified three key back-to-school strategies based on an analysis of shopper footfall from several European countries in 2014-16.
Be prepared for the stock-up shopper
Whether they’re hunting down the best prices, ….