Parents are beginning to do the majority of their children’s back-to-school shopping online at major retailers, according to Bill Tancer, the general manager of global research at EMS. Big name retailers like Walmart, JCPenny, Macy’s, Staples, and Sears are expected to soon begin ramping up their digital efforts to market to the back-to-school crowd, sending out special offers via email.  

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MediaPost Publications Parents Favor Major Brands Online 07/30/2013

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