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BizReport : Research : August 21, 2014

Study: Half of parents frustrated by BTS shopping

Over the next couple of weeks most US kids will be back in school, and at least a few will be going back without something they wanted. According to new data out from 1010Data more than half of parents were 'frustrated' by out of stock back to school items on their list.

by Kristina Knight

Nearly all parents (94%) were frustrated - at some point - with back to school (BTS) shopping according to the study. Here's how the frustration breaks down:

• 57% were frustrated by out of stock items
• 51% were frustrated by long check out lines
• 49% were frustrated by high prices
• 48% by hard to find items
• 39% were frustrated by angry/rude shoppers

"The back to school season can either be a cherished ritual for parents or be one of the most stressful times of the year, and this study shows that, ironically, retailers sometimes let parents down at a time when they could be building trust," said Sandy Steier, co-founder and CEO of 1010Data. "For most retailers, the issue is not that they don't have data about these problems; rather, the issue is that they often can't pull the data together and analyze it quickly and so that they create insights they can act upon."

As for who has been running out of certain items, it isn't the local vendors. About three-quarters of parents said they ran into out of stock items from large chain stores while only about one-third said their local retailers/marketers ran out of needed items.

Image via Shutterstock

Tags: 1010Data, back to school shopping, back to school trends, ecommerce trends, retail trends

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