Centre For Marketing Excellence presents to you :

Improving Shoppability in an Omnichannel World

SYNOPSIS

Consumer goods manufacturers and 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 present the findings of research relating the characteristics of retail shopping environments to consumers' perceptions of retail shoppability, purchase likelihood, and store loyalty.  Looking across a variety of retail formats and product categories, he identifies the elements of the retail context that drive consumer engagement and purchase conversion.  These include store layout and signage, product organization and presentation, visual and physical clutter, product assortment, price, and service quality, among other factors.  He will walk through several examples of how retailers can improve shoppability using both high- and low-tech means.

During this session, you will : 

• Learn how to quantify the shoppability of retail stores, departments, and product categories.
• Discover how the design of some retail stores can undermine shoppability and the ways to overcome these barriers to purchase.
• Identify the elements of the retail environment that engage shoppers and help to convert consumer demand into purchase.
   

Registration is on first-come-first-serve basis. We regret to inform that only registered attendees will be allowed entry. Walk-in on actual day will not be entertained.

Please register online here.

Speaker

Dr. Ray Burke is a pioneer in the field of shopper marketing, with a research program that extends over 25 years.  He is the founding director of the Kelley School’s Customer Interface Laboratory, and Editor-in-Chief of the Journal of Shopper Research.  Prior to joining the Kelley faculty, he served on the faculties of the Harvard Business School and the University of Pennsylvania’s Wharton School.  His articles have appeared in the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, International Journal of Research in Marketing, and Marketing Science, among others, and he has been awarded four patents for his innovations in marketing research methodology and digitally enhanced shopping experiences.