5 Ways Retailers Can Cash In on the Back-to-School Season

5. Build community. People trust product and service recommendations from their friends and family more than anyone, and social media platforms like Facebook, Twitter and Foursquare have made it easier to share opinions. As a result, social media has created a new set of expectations for brands. At the top of the list is transparency and customer service. Cultivate conversations, connections and community. Be an active part of the conversation and engage back-to-school shoppers with special promotions, discounts and sales.