retail & restaurants

Opening Stores Can be a Part of a Successful Omnichannel Strategy

Opening Stores Can be a Part of a Successful Omnichannel Strategy

  • MSI

Although ecommerce has been touted by some as the way of the future, in fact this Marketing Science Institute (MSI) working paper finds that opening brick-and-mortar stores can in fact be a fruitful part of an overarching omnichannel strategy. If done right, such a move can attract new customers while retaining the engagement of existing ones. Opening locations can increase revenue and customer value by providing customers the in-person, hands-on experience they crave, but these benefits vary across product categories. This paper can help retailers improve their in-store assortments, thereby achieving greater prosperity and success.

Which Gen Z Mobile Users Should Retailers Retarget?

Which Gen Z Mobile Users Should Retailers Retarget?

  • JOURNAL OF ADVERTISING RESEARCH

Even though it is a common practice in the industry, researchers so far have not reached a uniform conclusion about how or even whether retargeting works. But a new study focused on Gen Z mobile users offers insight into the early stages of decision making, and a multitude of factors that influence these consumers’ perceptions when viewing luxury fashion ads for a second and third time.

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2023 Attribution & Analytics Accelerator

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Striking a Balance: Privacy, Personalization & Profit

  • Posted: October 13, 2023

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

Done Right, Vulnerability Appeals Do Drive Purchase Intent

Done Right, Vulnerability Appeals Do Drive Purchase Intent

  • JOURNAL OF ADVERTISING RESEARCH

During the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.

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This Strategy Helps Retailers Survive Store Closures

This Strategy Helps Retailers Survive Store Closures

  • MSI

Does closing brick-and-mortar stores mean losing business? Not necessarily. According to this Marketing Science Institute (MSI) working paper, retailers can retain most, if not all their sales, by helping consumers adapt to local closings. Maintaining sufficient density of locations and customer loyalty are paramount. Retailers who employ an omnichannel strategy can even shift in-store purchasing online or to their app.

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A Fresh Look at 50+ Consumers

  • Posted: September 7, 2023

The importance of consumers age 50+ is not always recognized, this research confirms. It also finds that this group is changing in some surprising ways.

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FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

How Businesses Can Get Better Visibility into the Near and Long-Term Future

How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

Member Only Access
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