Marketing

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,[…]

Why Omni-channel Personalization Is the Future of Marketing

  • Feb 18, 2020
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The User Experience: Why Data – Not Just Design – Hits the Sweet Spot

Rajesh Jain, founder of Netcore Solutions, says companies must focus on finding and keeping their best customers.

Can Macy’s Save Itself?

Macy’s has a three-year plan to turn around flagging sales, but experts say it might be too little, too late for the iconic U.S. retailer.

E-commerce and Consumers: Can Retailers Meet Rising Demands?

When consumers order online, they want what they want -- and fast. Industry leaders discussed the latest strategies for e-commerce at the Baker Retailing Center CEO Summit in New York[…]

Can Luxury Retail Attract a New Generation of Shoppers?

Luxury retailers such as Saks, Nordstrom and Gucci are investing in lavish physical stores blended with improved online service to lure customers, according to industry players at the Baker Retailing[…]

Five Ways Brands Are Changing Their Playbooks to Win

Mobile Payments

As the global media landscape shifts, how will top brands succeed at attracting customers and keeping them engaged? Google’s Gopi Kallayil offers his insights in this opinion piece.

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