Marketing

How Retailers Can Salvage Customer Loyalty

Shoppers are losing patience with retailers during the pandemic, according to a new study that finds significant dissatisfaction with both in-store and online purchases. Wharton’s Tom Robertson explains how retailers can win them back.

Rebranding the NFL: How the League Shifted Its Message on Racial Justice

In a stark turnabout, the NFL is now embracing the same goals of social justice and racial equality that cost quarterback Colin Kaepernick his football career. Experts explain the change[…]

The High Cost of Returns: Should Retailers Rethink Their Policies?

Easy returns are great for shoppers, but they are becoming a bigger financial liability for stores. New research co-authored by Wharton’s Thomas S. Robertson explains why it’s time for retailers[…]

How Starbucks Came a Long Way on Customer Centricity

In an excerpt from the new edition of his book 'Customer Centricity,' Wharton’s Peter Fader describes how Starbucks has pivoted in recent years to capture more information about its customers[…]

Datathon Challenge: How to Boost Sales for a Global Retailer

An international consumer brand challenged students to mine its data for revenue-boosting insights at a recent “Datathon” hosted by Wharton Customer Analytics.

Why Consumers Are Willing to Share Personal Information on Smartphones

New Wharton research explores why consumers are more willing to share personal information when communicating on a smartphone compared with a computer.

How COVID-19 Will Change the Way We Shop

When stores start to reopen, the pandemic will have left an indelible footprint on how U.S. consumer-facing businesses operate, writes the Conference Board’s Denise Dahlhoff in this opinion piece.

From Apocalypse to Supernova: How the Pandemic Is Changing U.S. Retail

The coronavirus pandemic has wreaked havoc on American retailers, particularly those that sell nonessential goods such as apparel. What will the sector look like once the viral threat has passed?

The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low

From designer street wear to lobster macaroni and cheese, mixing high-end products with low-end elements is a big trend in marketing. New research coauthored by Wharton’s Jonah Berger examines why[…]

Sweeping Away Sludge: How Consumers and Firms Can Find a Barrier-free Path

In behavioral economics, friction that slows down processes is called “sludge.” It deprives consumers of access to goods, services and opportunities, and sweeping it away should be a high priority,[…]

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