Endless competition and undifferentiated products are causing retailers to change they way they do back to school. Already steep BTS discounts are often accompanied by a price match guarantee and sales are lasting longer than ever. While the constant discounts have tempered the sense of urgency that leads to impulse buys, shoppers are expected to spend up to 5% more on school supplies than last year with more frequent and smaller basket trips.

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For the most part, back to school has become a conversation on time and price with the customer. How can retailers and brands make themselves stand out from the hundreds of options without relying on these two factors? #MarsTalk