Baynote Study Reveals Families Navigate Cross-Channel 
Shopping Together During Back-to-School Season

San Jose, CA. – July 23, 2014 — Today, Baynote, a leading provider of personalized customer experience solutions, today revealed the results from its “Back-to-School” shopper behavior survey. The study, conducted in partnership with the e-tailing group, surveyed 1001 U.S. parents with school-age children (or who are in school themselves) in advance of the 2014 back-to-school season, to gain insight into what is driving their shopping behavior this year.

“We wanted to discover what is motivating buyers this back-to-school season and how retailers should adjust to capitalize on their changing shopping behaviors,” said Marti Tedesco, ‎Senior Director, Corporate Marketing at Baynote. “As consumer expectations rise and stores like Amazon continue to dominate, its more important than ever that retailers understand how and why consumers are making purchases so they can tailor the shopping experience accordingly.”

Following are highlights of the insights provided by the survey. For detailed analysis of the data and to view the associated infographic visit:

The family that shops together, spends together

“While parents are the primary buyers of back-to-school supplies and apparel, their student’s opinions play an important role in the purchase decision,” said Lauren Freedman, president, e-tailing group. “So it is important for retailers to understand how the entire family – both parents and students- are being influenced, especially as the social and mobile channel continue to gain traction.”

Stores rule for the purchase, but consumers channel surf before they get there

“Consumers are taking advantage of all the options offered to them in today’s multi-channel environment and toggling between channels and devices to facilitate different parts of the shopping experience,” said Tedesco. “Retail merchandisers have to play all the cards — in-store, online, mobile, by channel promotions — and timing them all in a way that is complementary keeping omni-channel in mind. It’s a tall order.”

“Email Offers” and “Free Shipping” are effective promotions, with social on the rise

Baynote and the e-tailing group conducted an email survey of 1,001 parents with school age or adult students in the house between July 7 and July 13, 2014. One hundred percent of those surveyed own a smartphone.

About Baynote
Baynote is a leading provider of big data solutions for retail. Using Baynote’s patented approach, retailers are able to personalize the consumer shopping experience “in the moment,” displaying compelling offers, content and products that increase engagement, conversion and average order value. Baynote rapidly integrates with existing websites, onsite search, chat or email systems to increase ROI without deep IT involvement or expensive system upgrades. Based in San Jose, Calif., Baynote’s personalization solutions are trusted by more than 300 of the world’s most well-known brands, including Bluefly, Crate and Barrel, Jockey, 3M, Urban Decay and more. For more information about Baynote, visit