As retailers approach the climax of back-to-college shopping season, they face a unique marketing dilemma. For the most part, students make selections, but parents pay. Add to that challenge the fact that as e-commerce grows in popularity, online back-to-college shopping may be falling out of fashion.
“This decline in digital usage for back-to-college shoppers could be a sign that consumers desire innovation with their digital shopping interactions,” Rod Sides, vice chairman of Deloitte LLP, said in a press release. “It provides an opportunity for retailers to define innovation at the intersection of technology, engagement and decision making in the coming years.”