Multichannel may be the holy grail of marketing, but it doesn’t work in every case or for every consumer. A new study finds that firms with multiple brands may yield a bigger payoff by following a single-channel marketing strategy, especially with the most loyal customers who shop the highest tier of product offerings. “In contrast […]

The retail apocalypse has been slogging along since 2017, a slow-motion event that set a record for store closings that year at roughly 8,000. Fast-forward to 2020, and the coronavirus pandemic has accelerated the demise with such speed that imperiled companies find themselves scrambling to save themselves. “COVID-19 makes 2017 look like nothing,” said Barbara […]

Most-downloaded Paper Offers Framework to Understand and Manage Customer Experience Feb 10, 2017 "A Framework for Understanding and Managing the Customer Experience" by Arne De Keyser, Katherine Lemon, Philipp Klaus, and Timothy Keiningham earned the 2016 MSI Top Download Award as the MSI working paper most downloaded by marketers and academics in its first year of publication.