Retailers are challenged to grow their businesses in the context of emerging technologies, customer heterogeneity, and aggressive competition.  In today’s omnichannel world, firms have many options for connecting with shoppers, but limited guidance on how to optimize the customer experience.  Dr. Burke will share his research on how consumers evaluate “shoppability”; that is, the ability of a buying environment to make customer needs salient and convert these into purchase. He will discuss the five key drivers - relevance, transparency, convenience, assurance, and enjoyment - and walk through several examples of how retailers can improve shoppability using both high- and low-tech means.