Plans & Pricing
Does My Company Subscribe?
External Communications Specialist, Ikea
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.
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.
US Amazon Prime Members Who Have Made a Purchase on Amazon Prime Day, June 2019 (% of respondents)
At Which Retailers Did US Amazon Prime Day Buyers Purchase Discounted Items During Prime Day? (% of respondents, June 2019)
Which Product Categories Have US Digital Buyers Purchased Digitally in the Past Month? (% of respondents, by demographic, June 2019)
How Interested Are US Internet Users in Using Self-Service Checkouts at Stores? (% of respondents, by demographic, June 2019)
How Interested Are US Internet Users in Using AR* and VR While Shopping? (% of respondents, by demographic, June 2019)
China Ecommerce 2019: Retail Ecommerce Stays Strong as Geopolitical and Economic Headwinds Dampen Overall Retail Sector
Global Ecommerce 2019: Ecommerce Continues Strong Gains Amid Global Economic Uncertainty
Amazon Go and the Future of Brick-and-Mortar Retail
Can Amazon Penetrate Canada's Saturated Digital Grocery Market?
Brexit Hits the High Street, but Ecommerce Proves Resilient
Alibaba, JD.com Lead in China, but a Few Others Are Making Dents, Too