Page 11 - BOSS Today Issue 18

In the current economic climate, are the weeks of the ‘Back To School’ period
“still the best days of our lives”? Martin Wilde investigates…

verall, the ‘Back To School’ clear to Knibbs that BTS OP sales are taking advantage of BTS and students go back: a few
O(BTS) period remains a are - to some extent - recession- promotions and discounts to retailers do keep BTS products
reliable retail sales springboard, proof: “Where money is tight, stock up.” until the end of September
even during an economic people will go back to brands to take advantage of this, but
downturn. That’s the message they trust. 70-80% of the time Don’t pack away many don’t.”
from the Office for National in retail BTS it’s the Mum buying before the bell
Statistics, which found that in these products for the kids. If While the Industry refers to this Follow the curriculum
2012 UK retail sales volumes they have a teenager shopping whole period as BTS, there are So which products are included
rose 0.6% in September, with them, it’s invariably a three separate periods serving in BTS? As Dan Turner, Product
higher even than the 0.4% girl, and her standards will be each of these three educational Manager for Antalis, explains, IT
rise projected by economists. exacting!” end-users. As Beth Pipet, Brand and economic trends mean that
Indeed, total retail sales were Of course the BTS period Manager for Pritt, observes, these are beginning to change
1% higher between July and is not just about supplying “For the education channels slowly: “We still see children
September 2012 than in the children going back to school into schools, it starts earlier: learning to read and write, so in
previous three months. through retail channels: there the schools stock up in May/ early years there is still a strong
BTS sales of the office is also a ‘Back To College’ (BTC) June/July. In the retail channels demand for exercise books
products (OP) Industry have period for higher education parents stock up from July to etc. But we are also seeing a
been no exception: OP students, as well as the large September.” However, as Knibbs move towards technology -
manufacturers continue to proportion of BTS sales going explains, a lack of understanding some schools are now using
report that BTS is a major into schools through specialist of the nature and timing of iPads and Kindles etc. In terms
boost to sales volumes, as education channels (eg ESPO these three markets can result of paper demand, pupils are
Mark Knibbs, Sales & Marketing and YPO). In addition - as in lost opportunities for retailers: still writing, but we do see a
Director of Pilot Pen Co UK, Knibbs observes - the discounts “BTC is a bit later than BTS. A drive within schools to use less
confirms: “In mass market being offered in the BTS season lot of retailers miss out on BTC paper - they are using e-mail
channels we achieve 40% of also attract other buyers: “For because they take BTS products to communicate with parents
our annual volumes just in the us, 20% of our BTS volumes go out of their stores at the rather than send out a paper
BTS period. June and July are to schools, 50% is genuine retail beginning of September. But document.”
usually 70-80% bigger than sales to pupils and students the busiest part of both periods Indeed, one of the
average months.” Indeed, it is and 30% goes to offices who is the last few days before pupils characteristics of the BTS

July/August 2013 | BOSS TODAY 11

Back to School.indd 3 25/07/2013 16:09