As Back-to-School Shoppers and Spending Move Online, Marketers See Benefits of Having a Direct Ecommerce Presence

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Marketers looking to take advantage of the higher margins and other benefits having a direct ecommerce presence offers should put aside assumptions they have about online buyers before making strategic decisions, says Copernicus' Eric Paquette.

ecommerce infographic

Infographic: Growing a Brand's Direct Ecommerce Presence - Fictions and Facts

Marketers that sell direct to consumers via their own websites should understand what drives different types of back-to-school shoppers in their category online and to their brand’s site to make a purchase.

With good reason, marketers giving serious thought to launching or expanding their brand’s direct ecommerce presence are paying close attention to online shopping behavior during the back-to-school season, the second biggest consumer spending event of the year for retailers.

According to projections from the National Retail Federation (NRF), consumers will spend close to $84 billion on back-to-school supplies this year.

The NRF also anticipates that two out of five back-to-school shoppers will shop online, more than double the number from 2007 when less than one out of five did. Very importantly, shoppers who buy back-to-school items online will spend over 25% more than the overall shopper average.

Eric Paquette, a senior vice president at Copernicus, a research-driven marketing consulting firm, believes marketers that sell their brands direct to consumers via their own websites “should understand what drives different types of back-to-school shoppers in their category online and to their brand’s site to make a purchase."

"They might be surprised to know that it is not always about price or discounts for many shoppers. “

As the migration of shoppers and spending to online channels continues to increase, more marketers of consumer goods and services will want to take advantage of the higher margins and other benefits having a direct ecommerce presence offers. Paquette expects many are already looking beyond 2012 and considering potential communications strategy and design changes to make next year.

Before they make any major strategic decisions, however, marketers need to put aside assumptions they may have about their brand’s online buyers.

“Consumers who purchase a brand directly from a marketer's website often have a distinct set of needs from many of the brand’s general buyers. For a number of brands, it's also important to understand how their online shoppers differ now from other times of year."

"As an example, athletic apparel brand sites see an influx of mom’s shopping to equip their kids for the new school year and fall season. While they make up a big portion of sales this time of year, they might not be the best target at other times of the year,” says Paquette.

To download an infographic that outlines other considerations and ideas to help choose the most productive and profitable way to launch or expand a brand’s direct ecommerce presence, visit copernicusmarketing.com/ecommerce-infographic.

About Copernicus
Copernicus is a research-driven marketing consulting firm in the business of transforming companies. The company uses frontline experience, business-building ideas, and state-of-the-science research to develop, plan, and implement marketing strategies that change brand trajectories.

The firm is part of the London-headquartered Aegis Group, which includes Carat, iProspect, Posterscope, RoundarchIsobar, and Team Epic.

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Ami Bowen
Copernicus Marketing Consulting and Research
(617) 449-4179
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