Apple Pie, iPhone apps and text messaging are now as American as back-to-school displays that appear with the onset of summertime.

Even in a tough economic climate, many retailers this year kicked-off their back to school promotions as early as mid-June. But this summer, sales from these promotions have not kept pace with those of years past.

According to a recent article by AdAge, the National Retail Federation reports that more parents will be shopping closer to the beginning of school this year. Nearly one-third of families will begin shopping just one to two weeks before school starts, up from less than one-quarter last year. And more than 40 percent of shoppers will begin shopping three weeks to one month before school starts, up from 33 percent last year.

Since consumers seem less willing to part with their hard-earned dollars this back-to-school season, retailers of all sizes will have to think outside of the box if they want to drive immediate traffic to their stores. Times have changed. And so should retail marketing strategies.

The traditional push to start in-store marketing early in the summer might not be aligned with the current state of consumer confidence. But here are a few things that retail marketers can do now to create a greater wave of in-store spending and capture those back to school dollars – well before September hits.

Give Them an Offer They Can’t Refuse

To get consumers to act upon your back-to-school promotion, you may want to offer a special discount to people that opt-in to receive your mobile coupons and VIP offers. Simply encourage people to use their smartphone or other mobile device to scan your Quick Response (QR) Code on your in-store signage. You can also invite consumers who read or view your newspaper ad or TV commercial to take advantage of the same special discount by texting your mobile keyword to your standard or premium short code. They’ll get confirmation that they are ready to take advantage of your discount.

Combine Social Media and Mobile Text Messaging

Use social media sites like your Facebook fan page or Twitter feed to generate buzz around the latest back-to-school supplies or fashions. You can also use your social media sites to detail what sets your promotion and company apart – including any volunteer or fundraising activities that you might undertake in conjunction with the schools in your neighborhood. And when you invite people to opt-in to receive your mobile coupons – either through your next SMS text campaign or Facebook posting -- you’ll not only double your efforts to reach customers in the way in which they prefer. You’ll help them spread the word about your promotion to their friends, followers and fans.

Integrate the Best of All Worlds

Integrate social media, IM, email and mobile text marketing together for a Multi-Channel Marketing approach, using a system like Trumpia’s All-In-One Platform.

You can direct people to sign-up for additional seasonal and promotional offers via your Facebook fan page when they opt-in to receive your mobile text marketing messages. You can also remind people about your promotion simply by using Trumpia’s email marketing or voice broadcasting solution. Combining different touch points will give you greater leverage in soliciting a more immediate response from your most valued customers.

Keep It Real, Make It Fun

Personalizing your campaigns will show that you understand your customer and are sincere about truly engaging with him or her. And offering a fun mobile contest, sweepstakes or mobile voting opportunity can help you revamp the old tried and true Point of Sale promotions. These types of tactics can make all the difference when it comes to giving your customers a compelling reason to buy now.

To be successful at any promotion – including back-to-school -- you’ll need to consider your strategy as part of a larger opportunity to addresses customer needs, build relationships and strategically market your brands.

Marketing to parents who will drive back-to-school purchases this fall will require a new, multi-channel approach that requires you to put your best foot forward. Your customers will then feel inclined to visit your store during any season and for more than just school supplies.