The COVID-19 pandemic has disrupted connections between firms and customers, accelerating the development and integration of digital with more traditional touchpoints. While the latter will remain important, more than ever customers will be in control—sharing experiences socially, learning from each other, and choosing the touchpoints that best suit their needs. It is critical then that managers understand consumers’ motivations and behavior in the new digital channels. In short, new omni-channel strategies must be customer-centered.
- How can firms remain connected with customers in the long-run?
- How will new online platforms change the retailing ecosystem and shape consumer behavior?
- What metrics are needed to manage and measure the success of new digital interactions?
- Will changes in online shopping persist after the pandemic – and will this vary by category?
- Should online dominate or will classic forms of marketing and engagement still work?
- How do they reach out to them?
- Should online become dominant or do classic forms of advertising still work?
In this virtual conference leading academics will discuss findings from the latest research on these topics and industry experts will share their experiences and views.
Managing the Interface to the Customer: Where Brands, Retailers, and Platforms Collide
Werner Reinartz, University of Cologne
Consumers have traditionally made purchase decisions at the store shelf, giving institutional brick-and-mortar retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and smart technologies, new competitors (online retail platforms, branded-product platforms) threaten this long-standing supremacy. This then redefines who has the authority over the interface to the customer. For the parties involved in this new competitive setting, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial.
Building and Maintaining Your Brand with Multichannel Customers
Koen Pauwels, Northeastern University
Customers’ multichannel preferences open up new ways for companies to connect with them, both for building and maintaining the brand. In this session, Koen Pauwels will discuss new metrics for the consumer journey and how they relate to traditional thinking about advertising effectiveness. He will review and apply the general metric success criteria of downstream impact, marketing responsiveness, stickiness and potential. And finally he will show how brands have acted on new metrics and deepened their customer connection.
Logging Off: Is Covid-19 the ultimate deus-ex-machina for online grocery shopping?
Katrijn Gielens, University of North Carolina
While 25% of US households were already ordering groceries online in 2019, by May 2020 this had grown by 400% as a result of the COVID-19 pandemic. Adoption does not guarantee continued usage, however, so the question remains: Will the online channel become the new normal for groceries? Much of the 2019 increase was for consumers doing only a small amount of their grocery shopping online. More recently, one-third say they will reduce or stop online grocery shopping as pandemic restrictions ease. Katrijn Gielens will discuss research she and her colleague, Els Gijsbrechts, conducted on why consumers fail to adopt online grocery shopping and to what extent online grocery may become the ‘new normal.’ By establishing the levers required to create repeat usage, their findings can help grocery retailers build a stronger online presence.
Who Will Be There
Research leaders with hands-on experience on the topic ready to learn and share.
As an attendee, you will join an exclusive gathering of top B2B and B2C brands.
Academic experts doing cutting-edge research ready to collaborate with industry.
Can’t miss speakers that you haven’t heard at other industry events.
What Makes This Event Different
This virtual event takes a considered approach to use of your time with short, interactive formats.
Presentation topics have been curated by our member companies to ensure that we are focusing on your most important issues and questions.
MSI events are deliberately small, giving you time to hear from all of the speakers and attendees.
No pay-to-play. We pick speakers based on their expertise, ensuring you have the best content and not a sales pitch.
This event is open to MSI members. Please be sure you are logged in to register.