Optimizing Promotional Planning
In the past, retailers would offer a small number of promotions, so it was easy to track lift and plan for demand.
Today, we’re in a hyper-promotional era and retailers are reaching customers through social media, mobile and online platforms. Often, they offer multiple, overlapping promotions on the same items. Untangling which offers drove what portion of demand is incredibly complex.
Watch this video, featuring Seth Lippincott, Principal Analyst for Enterprise Applications and Supply Chain Management at Nucleus Research, and Scott Fenwick, Senior Director of Product Strategy at Manhattan Associates, as they explain why it’s time for a new approach to promotional planning that utilizes machine learning to untangle overlapping promotional data for more accurate forecasting and planning.