At Poppin, Organic Social Outdoes Paid Advertising for Back-to-School - eMarketer

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eMarketer Interview

At Poppin, Organic Social Outdoes Paid Advertising for Back-to-School

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An interview with

Zachary Abbell

Senior Director, Ecommerce and Digital Marketing, Poppin

Interview summary

Office supplies retailer Poppin—known for its modern, bold-colored desk organizers and notebooks—has an audience comprised of business-to-business (B2B) and business-to-consumer (B2C) buyers. Come July, the retailer begins its annual nine-week push to target students as they start back-to-school shopping. Zachary Abbell, senior director of ecommerce and digital marketing at Poppin, spoke with eMarketer’s Tricia Carr about why this year’s focus is on user-generated content rather than advertising.


eMarketer: What is your back-to-school audience like?

Zachary Abbell: Our school shoppers tend to be mobile-driven—that’s different from the rest of our business, which is desktop-heavy. This audience is all about mobile and tablet. We assume it’s the result of discovery happening in stores [where Poppin is available]. They see something in Staples or Barnes & Noble College and they go online to see all the colors and products we have that the store doesn’t carry.