It’s time to get ready and get shopping for Back-to-School (B2S). If you think it’s too early to reach those consumers, think again. According to Deloitte’s 2017 Back-to-School survey, 71% of B2S shopping occurs during an eight-week period – July through August.
As the medium used closest to the moment of purchase, radio can help influence where they can get the best deals. According to this same Deloitte survey, consumers are shifting from shopping at larger department stores and specialty channels to mass merchants and off-price venues. Additionally, 20% of the respondents had not yet decided if they would shop in-store or online and “might be persuaded by targeted promotional efforts.”
According to Scarborough data, radio reaches 94% of parents with children under the age of 18 whom, in the past 3 months, shopped at a clothing, book or footwear store. In fact, radio has the highest reach when compared to other media.
How to read: Radio reaches 94% of parents with children under the age of 18 who listened to radio in the past week.
While broadcast radio is the perfect medium to reach these busy parents on their way to and from work, radio’s digital platforms can enhance on-air activity. According to GfK MRI data, these parents are 17% more likely than the general population to listen to a broadcast radio stream and 21% more likely to visit a radio station, radio program or radio personality’s website.
The lesson here is simple. Radio is the best choice.