Business / Back-to-School Shopping Trends: Capitalizing On Opportunities for South Asian Brands

Back-to-School Shopping Trends: Capitalizing On Opportunities for South Asian Brands

Business Aug 07, 2024

by Tushar Unadkat | Features Editor - Business

The back-to-school season is not just a time of increased demand but also a period of significant growth potential for businesses, particularly in the retail sector. With students and parents preparing for the new academic year, there is a surge in demand for school supplies, clothing, electronics, and other related products. For South Asian brands, this period presents a valuable opportunity to boost sales, strengthen their market presence, and pave the way for future success. This article explores general business tips for back-to-school time, how South Asian brands can capitalize on these trends, and highlights some local and international brands making strides with their back-to-school sales.

General Business Tips for Back-to-School Season

Early Planning and Stocking: Businesses should start planning their back-to-school campaigns well in advance. This planning includes ordering sufficient stock, especially for high-demand items such as stationery, backpacks, and school uniforms.
Targeted Marketing Campaigns: Utilize data to understand the preferences and needs of your target market. Personalized marketing campaigns that address the specific needs of students and parents can drive more engagement and sales.
Omni-channel Presence: Ensure your business has a solid online presence and physical stores. An integrated omni-channel approach allows customers to shop conveniently, whether they prefer online or offline shopping.
Bundling Products: Create value packs or bundles that offer discounts on multiple items. For instance, a back-to-school bundle might include a backpack, stationery, and a water bottle at a reduced price.
Leverage Social Media: Promote your back-to-school deals on social media platforms. Engaging content, contests, and influencer collaborations can increase visibility and attract customers.
Flexible Payment Options: Offering flexible payment options like lay-by or installment plans can help parents manage their back-to-school expenses.

How South Asian Brands Can Capitalize on Back-to-School Trends

Understand Local Needs: South Asian brands should focus on understanding the unique needs of their local market. This focus includes recognizing the items essential for South Asian students and tailoring products and promotions accordingly.
Community Engagement: Engaging with local communities can help build brand loyalty. Brands can organize or sponsor school events, offer scholarships, or run community-based promotions.
Sustainable Products: There is a growing trend towards sustainability. Brands that offer eco-friendly products, such as recycled stationery or organic cotton uniforms, can attract environmentally conscious consumers.
Collaborations with Schools: Partnering with schools to provide exclusive deals for their students can be mutually beneficial. This partnership can include bulk orders for school uniforms or discounted rates for school supplies.
Localized Advertising: Use local languages and culturally relevant themes in advertising to better connect with South Asian consumers.

Examples of South Asian Brands Excelling in Back-to-School Sales

In South Asia:

Big Bazaar (India): Big Bazaar is known for its extensive back-to-school promotions, offering significant discounts on school supplies, uniforms, and stationery. Their comprehensive advertising campaigns and loyalty programs attract many customers during this season.
Daraz (Pakistan): Daraz, a leading e-commerce platform in Pakistan, runs special back-to-school sales featuring discounts on school bags, uniforms, and electronics. Their user-friendly online shopping experience and wide product range make it convenient for parents to shop for all their children’s needs in one place.
Staples (India): Staples is a significant stationery and office supplies retailer that offers various back-to-school offers, including bundle deals and special discounts. Their focus on quality products and competitive pricing appeals to many parents preparing for the new academic year.
Joyalukkas (India): Joyalukkas, primarily known for jewelry, has diversified into offering school supplies, including bags and accessories, during the back-to-school season. Their unique approach to cross-category promotions helps attract a broader customer base.
Bata (Bangladesh): Bata, a well-known footwear brand, offers special promotions on school shoes and backpacks. Their reputation for durable and comfortable products makes them popular among parents looking to invest in quality items for their children.

In North America:

Unilever (South Asian Subsidiaries): With its roots in South Asia, Unilever utilizes its extensive product lines to offer back-to-school promotions in North America. Brands like Dove and Vaseline often have targeted campaigns focusing on students’ personal care items.
Tata Group (via Tata Consultancy Services): Tata Consultancy Services (TCS) runs educational initiatives and back-to-school programs in North America, providing digital tools and software discounts for educational purposes. This approach enhances their brand presence while contributing to academic development.
Reliance Retail (via Hamleys): Hamleys, owned by Reliance Retail, offers special back-to-school promotions on toys and educational products. Their marketing campaigns in North America include discounts on STEM toys and learning kits, appealing to parents and students.
Himalaya Herbals: Known for its herbal health and personal care products, Himalaya Herbals offers promotions on hygiene products like hand sanitizers, which are essential for students. Their focus on natural ingredients appeals to health-conscious parents in North America.
Godrej Consumer Products: Godrej offers a range of products, from personal care to home cleaning supplies. Their back-to-school promotions often feature discounts on hand washes and disinfectants, which are crucial for maintaining school hygiene.

Conclusion

The back-to-school season is a lucrative period for South Asian businesses in their home markets and abroad. By understanding the local market’s needs, strategically planning, and leveraging targeted marketing campaigns, brands can capitalize on the increased demand. With examples like Big Bazaar, Daraz, Staples, Joyalukkas, and Bata leading the way in South Asia and Unilever, Tata Group, Reliance Retail, Himalaya Herbals, and Godrej Consumer Products making strides in North America, there are plenty of opportunities for other brands to tap into this profitable market. These strategies can help businesses enhance sales and build stronger customer relationships during this critical shopping season.

Feature Image: Pexels.com

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Tushar Unadkat | Features Editor - Business

Author

Internationally celebrated, award-winning media personality and author of several business and lifestyle articles, Tushar Unadkat, is the CEO, Creative Director of MUKTA Advertising, Founder, and Executive Director of Nouveau iDEA, Canada. He holds a Master of Design from the University of Dundee, S...

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