Sentiment Data Gave Retailers an Inside Edge for Back-to-School Timing and Promotions
According to the NRF, 25 percent of shoppers take advantage of late summer deals, crossing items off their back-to-school lists just one week to two weeks before the first day of classes.
Furthermore, sentiment data reports that apparel, supplies and electronics are more likely to be purchased in August anyway, so why aggressively push too early in summer when you risk negative sentiment and have limited sales opportunities? Wait for the right time, when shoppers are more likely to have a positive reaction to your deals.
Matt Laukaitis is the Executive Vice President and Global General Manager of SAP’s Consumer Industries organization and is responsible for the team’s people and business strategies, solutions portfolio, partner ecosystem, performance, and customer success. Â
Since joining SAP as an account executive in 2004, Matt has held a variety of positions of increasing responsibility, and prior to his current role served as Senior Vice President and Managing Director of SAP’s Consumer Industries in North America. Along the way, he has been fortunate to work with a tremendous team of dedicated professionals helping SAP’s customers with their digital transformation into an intelligent enterprise for measurable outcomes.
Prior to SAP, Matt worked in sales and sales leadership positions at IONA Technologies, Netfish (IONA Technologies), RR Donnelley, and Apple.Â