While retailers from Target to Forever 21 have been rolling out their respective back-to-school campaigns this month, the National Retail Foundation’s forecast of reduced spending by consumers is hanging over those efforts.

But brick-and-mortar stores don’t have to simply accept the dismal projections, says Absolutdata CEO Anil Kaul, who offers some advice on how the omnichannel moment can cushion any blows retails might be hit with.