Poster: Trickle-Round Signals: When Low Status Is Mixed with HighApr 15, 2019 Silvia Bellezza, Columbia University
When and why do high-status individuals adopt items associated with traditionally low-status groups? Silvia Bellezza uses a signaling perspective to explain this phenomenon.
Multichannel Customer OnboardingApr 11, 2019 Stephen A. Samaha, University of Washington, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier, 2019, 19-115-04
Data on 200K+ new customers shows a small time window to make a big impression: Face-to-face and email communication have, respectively, 19 and 14 times greater impacts on share of wallet in the first month than they do two years later.
Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?Apr 05, 2019 Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability.
How Mobile Self-Scanning Use Influences Consumers’ Grocery PurchasesFeb 13, 2019 Maya Vuegen, Anne Ter Braak, and Lien Lamey, KU Leuven, and Kusum L. Ailawadi, Dartmouth College, 2019, 19-109-02
As grocery retailers cautiously experiment with mobile self-scanners, this study - based on four weeks of grocery shopping by 1,800 consumers - shows that while shoppers who use the devices may initially buy fewer items, with experience there is a strong increase in private label buying. Interestingly, there is no increase in promotional buying.
Best of MSI - Leading Mass DisruptionJan 24, 2019
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.
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