How Can Retailers Get Ready For Back To School Shopping? 

Summer may be in full swing, but this is the time that stores are already making their inventory and marketing plans for the crucial back-to-school season.And to eMarketer, that season is looking healthier than past periods for retailers.Major retail brands have faced anemic growth and the challenge of facing discounting and showrooming from online-only rivals like Amazon (though its price cutting days appear limited).Nevertheless, eMarketer analyst Yory Wurmser expects e-commerce to grow even faster, forcing brick-and-mortars to accelerate online/offline discovery and engagement efforts. Specifically, eMarketer has revised US retail ecommerce sales growth for 2016 up to 15.7 percent, the highest annual growth rate since 2011.And yet, even in the rise of e-commerce, there’s a ray of sunshine for physical brands in eMarketer’s findings, which note that nobile traffic exceeded 50 percent of e-commerce traffic during the 2015 US holiday season. eMarketer has revised upward its projection for US retail m-commerce sales, which is now expected to grow 46.8 percent in 2016.Key ProjectionsAmong the data points eMarketer’s back-to-school report for the U.S. is forecasting:Retail sales during the core back-to-school shopping months of July and August will climb 2.6 percent in 2016, compared with 1.6 percent growth last year.Retail e-commerce sales in July and August 2016 will increase 15.3 percent year over year, while retail e-commerce sales in core product categories will climb 16.7 percent in the same comparison.

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