Retail
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- 05 Mar 2019
- Working Paper Summaries
The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers.
- 18 Feb 2019
- Book
What’s Really Disrupting Business? It’s Not Technology
Technology doesn't drive disruption—customers do. In a new book, marketing professor Thales Teixeira argues that successful disruptors are faster to spot and serve emerging customer needs than larger competitors. Open for comment; Comment(s) posted.
- 28 Nov 2018
- HBS Case
On Target: Rethinking the Retail Website
Target is one big-brand retailer that seems to have survived and even thrived in the apocalyptic retail landscape. What's its secret? Srikant Datar discusses the company's relentless focus on online data. Open for comment; Comment(s) posted.
- 19 Nov 2018
- Sharpening Your Skills
E-Santa: Is Retail Ready for Digital Christmas?
The retail industry is in such a spin over multichannel strategy, mall closings, and big brand shutterings, to name a few pressures, that even Santa can't keep track of it all. Here is recent Harvard Business School research on digital trends shaping how we shop and sell. Open for comment; Comment(s) posted.
- 08 Nov 2018
- Cold Call Podcast
Could Big Data Replace the Creative Director at the Gap?
Is it time to throw out the creative director and rely on big data to predict what consumers want to wear next? Assistant Professor Ayelet Israeli discusses how Gap CEO Art Peck considers a bold idea to boost sales. Open for comment; Comment(s) posted.
- 18 Oct 2018
- Research & Ideas
How to Use Free Shipping as a Competitive Weapon
Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but profit is lost when not done right, says Donald Ngwe. Open for comment; Comment(s) posted.
- 16 Oct 2018
- Working Paper Summaries
Shipping Fees and Product Assortment in Online Retail
This study highlights a strong link between an online retailer’s product assortment decisions and shipping policies in determining purchase outcomes and profits. Consumers are less sensitive to shipping fees than to product prices, but free shipping for orders above the minimum is a strong motivator for increasing average basket sizes.
- 27 Sep 2018
- Working Paper Summaries
Large-Scale Demand Estimation with Search Data
Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.
- 20 Aug 2018
- Research & Ideas
Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All
Retailers often compare a "sale" price to the original price. Donald Ngwe says consumers should be skeptical of those original prices — and so should regulators. Open for comment; Comment(s) posted.
- 09 Jul 2018
- Research & Ideas
Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)
Selling technology that is new to the market involves tricky tradeoffs around prospect targeting, channels, and tactics. Frank Cespedes makes the point with 3-D printers. Open for comment; Comment(s) posted.
- 13 Jun 2018
- Sharpening Your Skills
That Costs HOW Much?
Beyond the attributes of the product itself, price is probably the leading determinant of success in the marketplace. What does it takes to get the price right? Open for comment; Comment(s) posted.
- 30 May 2018
- Research & Ideas
Should Retailers Match Their Own Prices Online and in Stores?
For multichannel retailers, pricing strategy can be difficult to execute and confusing to shoppers. Research by Elie Ofek and colleagues offers alternative approaches to getting the price right. Open for comment; Comment(s) posted.
- 07 May 2018
- Research & Ideas
Why Online Retailers Should Hide Their Best Discounts
Online retailers should take a tip from brick-and-mortar shops: Shove your best deals to the back of the store. Research by Thales Teixeira and Donald Ngwe. Open for comment; Comment(s) posted.
- 16 Apr 2018
- Research & Ideas
Can Consumers Be Saved From Their Misguided Decisions?
Even with a world of information at our fingertips, consumers routinely make bad decisions on everything from investments to health coverage. Can science help? Research by Joshua Schwartzstein and Benjamin Handel. Open for comment; Comment(s) posted.
- 19 Feb 2018
- Sharpening Your Skills
Amazoned: Is Any Industry Safe?
Like the Amazon River itself, Jeff Bezos's company cuts a powerful, meandering channel through the business landscape, changing every industry it touches. Open for comment; Comment(s) posted.
- 13 Feb 2018
- Working Paper Summaries
In Search of Organizational Alignment Using a 360° Assessment System: Evidence from a Retail Chain
This study assesses a values-based 360° performance measurement system implemented at an Indian retail chain that led to improvements on financial performance, but not on desired non-financial dimensions.
- 12 Feb 2018
- Research & Ideas
Customers at the Back of the Line Are Anxious—Can You Keep Them from Leaving?
The irrational anxiety associated with being last in line can lead to unhappy customers, according to new research by Ryan Buell. But there are ways to make people happier while they wait—and keep them from abandoning the queue. Open for comment; Comment(s) posted.
- 02 Feb 2018
- Working Paper Summaries
Last Place Aversion in Queues
While no one likes standing in line for service, being last intensifies the pain of waiting, doubles the probability of switching queues, and quadruples the chances of leaving the line altogether. Many service settings could be improved if managers actively mitigated last place aversion.
- 20 Nov 2017
- Research & Ideas
How Independent Bookstores Have Thrived in Spite of Amazon.com
Ryan Raffaelli set out to discover how independent bookstores managed to survive and even thrive in spite of competition from Amazon and other online retailers. His initial findings reveal how much consumers still value community and personal contact. Open for comment; Comment(s) posted.
The Life of Luxury and How to Sell It
Luxury is its own market, but who shops there? Who sells there? What's the best strategy? Researchers at Harvard Business School examine consumerism at the top of the curve. Open for comment; Comment(s) posted.