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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.
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