Ikea: Parent and Student Shoppers Think Differently About Back-to-College Purchases - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

eMarketer Interview

Ikea: Parent and Student Shoppers Think Differently About Back-to-College Purchases

Preview from eMarketer PRO

An interview with

Kerri Homsher

External Communications Specialist, Ikea

Interview summary

It’s no shock to marketers that parents and students are often in different mindsets when it comes time for back-to-college shopping, but it’s important to deeply examine that dichotomy while developing a seasonal marketing strategy. Kerri Homsher, external communications specialist at Ikea and leader of its integrated back-to-college campaign, spoke with eMarketer’s Tricia Carr about how the retailer alters its marketing message for each demographic.

Interview

eMarketer: For Ikea, who is the primary decision-maker during the back-to-college shopping season?

Kerri Homsher: Most back-to-college shopping still happens with parents. It’s a joint decision, but the parents still hold the spending power. They’re making sure their child will have what they need—not just the electronics and other purchases the student might be more interested in.