The weeks before the beginning of the school season are a busy time for shoppers and retailers. Parents shopping online or in stores have to prioritize price, quality, and convenience when making their purchase decisions, and the decisions of the retailer can make the customer experience positive or negative.

At UserTesting, we wanted to identify which back-to-school shopping experiences were the best across multiple devices and in stores, and what other organizations can learn from the top retailers—both positive and negative.

We aimed to understand how parents of elementary and middle school aged children typically shop for back-to-school supplies. We evaluated the customer experience of back-to-school shopping online and in-store.

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