The Rise of Omnichannel Promotion and Distribution
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu and J. Jeffrey Inman, University of Pittsburgh, and Kirk Wakefield, Baylor University, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction.
Selling in the Digital AgeJul 16, 2019 Michael Ahearne, University of Houston, Zachary Hall, Texas Christian University, Partha Krishnamurthy and Mohsen Pourmasoudi, 2019, 19-123-07
Today, many people know a lot about what they want to buy. What happens when they encounter salespeople whose approaches assume that they are uninformed and undecided? Data from 356 sales encounters shows a drop in purchase likelihood, sales revenue, and customer satisfaction when salespeople deploy "classic" sales models.
Get Multichannel Distribution (Approximately) RightJun 12, 2019 Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.
Poster: Understanding How Social Influence Affects Product Spread with Randomized ExperimentsApr 15, 2019 Dylan Walker, Boston University
Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything.
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.
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