As the summer days dwindle, parents across the UK are gearing up for the annual Back-to-School (B2S) rush, a market that sees a staggering £2.3 billion spent on B2S goods annually. With 81% of families planning to make a purchase this year, and the vast majority of these purchases (84%) still happening in-store, brands are looking for powerful ways to connect with shoppers. This is where Out-of-Home (OOH) advertising truly shines, acting as a crucial driver for attention, store visits, and conversions.
The power of proximity: Driving shoppers in-store
The Back-to-School shopping season is a prime example of consumer intent, with the average spend per child reaching £452.40 for uniforms, stationery, and tech. Shoppers are motivated, and 60% of B2S shoppers plan to visit 2-3 stores to find what they need. OOH advertising, especially placements close to shopping centres, puts brands right at the point of purchase.
Consider this: an OAAA study revealed that 30% of consumers notice directional OOH ads. Of those, 51% visited the advertised business, and an impressive 93% of visitors made a purchase. This demonstrates OOH's direct impact on driving footfall and sales. Furthermore, dynamic and time-sensitive OOH ads, such as those promoting discounts or special offers, are particularly effective at capturing attention and driving conversions.
Timing is everything: Aligning with the shopping season
The UK Back-to-School season is unique, with students returning in early September, but shopping habits starting as early as late July. OOH campaigns can be strategically aligned with these distinct shopping phases:
- Early birds (late July): Motivated by getting tasks "ticked off the list".
- Main shoppers (early-mid August): Actively looking for the best deals.
- Last-minute shoppers (late August/early September): Driven by convenience and urgency.
OOH's always-on presence ensures brands are visible throughout these crucial phases, capturing consumers at every stage of their purchasing journey.
Deep dive: Technology, a high-stakes category enhanced by OOH
Technology is a significant part of B2S spending, with 76% of schools expecting students to have a laptop or tablet. This leads to 23% of parents needing to buy one before September, spending an average of £511.40 per child. This decision can be stressful, especially since only 12% of schools recommend specific models.
OOH can play a vital role in guiding these high-value purchases:
- Reaching "Tech-savvy households": These consumers are 111% more likely to request more information after seeing an OOH ad and 61% more likely to purchase via phone. They also highly value visual impact, with nearly 8 in 10 agreeing that large screens help brands stand out.
- Influencing "Tech followers": This segment, representing 45.5% of the UK population, is 83% more likely to research a product online after OOH exposure. They are also 3.6 times more likely to agree that OOH boosts brand perception and 1.2 times more likely to purchase online after OOH exposure.
- Targeting specific tech needs: For individuals intending to buy a tablet, OOH is highly effective, making them 121% more likely to purchase online and 100% more likely to purchase in-store.
Deep dive: Children's clothes & footwear, driving action and word-of-mouth
The children's clothes and footwear market are another significant segment of B2S, and OOH advertising demonstrates exceptional influence:
- Driving Action: Individuals buying children's clothes/footwear are 105% more likely to seek more information after seeing an OOH ad. They are also 61% more likely to visit a store to purchase and 71% more likely to use their mobile to make a purchase after seeing OOH.
- Fostering Brand Perception and Word of Mouth: "WOM drivers" (those very likely to convince others about children’s products), are 2.3 times more likely to say OOH advertising improves their perception of a brand and 192% more likely to engage with a brand on social media after seeing OOH. This translates directly to sales, as these individuals are 2.4 times more likely to purchase a product online after seeing OOH.
In essence, OOH advertising for Back-to-School is like a perfectly placed signpost on a busy highway, directing eager shoppers right to your store or online presence now they're ready to buy.
Sources:
- TGI Consumer Insights
- Gecko
- OAAA