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Big retailers capitalize on students

Consumers check out Tesco's back-to-school stationary sale at the chain's Sanmin Rd. outlet in Taipei on Saturday. PHOTO: SEAN CHAO, TAIPEI TIMES

Large retail chains are offering discounts in their stationary departments to attract customers during the back-to-school season, retailers said over the weekend.

"Sales potential in this segment exists because revenues during this period are growing every year," said Jurene Hsiao (蕭安雯), a public relations manager at Carrefour, the largest hypermarket chain in Taiwan with 33 outlets nationwide.

US retailers consider the August-September period to be the second-busiest time, with holiday shopping creating the most sales.

Foreign retailers such as Tesco and the Taiwanese-French joint venture Carrefour Taiwan introduced "back-to-school specials" about four years ago in an effort to generate more revenue.

Carrefour anticipates that purchases of its stationary products will increase 10 percent to 15 percent during the eight-week period this year, Hsiao said.

Many chains have set up special areas inside their outlets this month, showcasing a range of stationery items, schoolbags, dictionaries and reference books.

The strategy has netted buyers who are looking for bargains.

"Things are cheaper here compared with stationery stores," said Wang Ting-ting (王婷婷), a mother in her 40s, who stopped in front of an array of colorful stationery items with her young son at a Tesco outlet in Taipei on Saturday.

"It's convenient to do shopping here as all the required items for school are located in one area," she said.

Even though families are having fewer children, they tend to spend more on the ones that they do have.

"Parents are generously spending money on their children," said Daisy Lee (李如秀), corporate affairs manager at Tesco Taiwan.

Their purchasing power remains strong despite recent price hikes on petrol, she said.

Consumer spending in the retail sector rose 2.8 percent over the past 12 months when compared to the year-earlier period, according ACNielsen Taiwan Associate Director Jennifer Wang (王琇姿).

Do-it-yourself home furnishing retailer B&Q Taiwan is aiming at college students that live in campus dormitories or apartments, said Crystal Lee (李惠雯), public relations official of B&Q.

"We expect an 8 percent growth in this niche ... the market will keep growing," she said.
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