The back to school (BTS) season is typically full off opportunity and relatively reliable success for retailers. BTS 2020, however, is very uncertain in the face of coronavirus as consumer behaviors evolve. The 2020-21 school year will undoubtedly be impacted by COVID-19, and retailers must remain agile in order to navigate the new landscape of BTS shopping.

In this playbook, explore the most likely scenarios for BTS 2020 and how retailers can prepare. This playbook discusses:

• Why the need to pivot quickly is essential in an uncertain landscape
• New opportunities in shopping trends based on consumer browsing behavior and transactional data 
• How to deliver marketing messages that are relevant, timely and sensitive

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