Post on 01-Dec-2014
description
Back to School: A Family Affair Social Media Insights to impact 2014 retail strategies
Back to School Insight Social media conversations increasingly have a direct impact on retail strategies -- and back-
to-school season is no different. But the chatter from millions of parents expressing their angst
about the looming school year can be overwhelming. To help today's retailers turn big data into
intelligence data, we analyzed over 600,000 conversations across Twitter, Facebook, and
other social channels.
Kids aren’t the only ones
worried about back to school
Retailer Insight
Focus your promotions around deals and sales to reduce
shopper anxiety among parents.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 4
As school gets closer, parents’ moods
expressed on social media get worse
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
Parents respond negatively to
commercials that only serve the
purpose of reminding them about
back to school.
Parents react positively when
advertisements include deals and
sales that help them squeeze more
into smaller budgets.
Families prefer to do their
shopping together in-store
Retailer Insight
Make your promotions valid online and in-store.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 7
The majority of social media mentions about back to school
center around in-store experiences as parents try to avoid
shipping costs and kids make sure their new shoes fit.
Families tackle the most
expensive purchases first
Retailer Insight
Continue timing your promotions to match the buying seasons
of different product categories.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 9
Based on the number of social media mentions around
each product category, it’s clear that parents shop for
supplies like folders and pencils later in the season.
They also time more expensive purchases around deals and sales.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
To learn more about retail industry trends,
visit SAP’s Business Innovation site
http://spr.ly/BIBRetail
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
© 2013 SAP AG or an SAP affiliate company.
All rights reserved.
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