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Conferences

Consumer Response to the Evolving Retailing Landscape

Date
June 22-23, 2017

Location
Wharton School (Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia)

Detailed Program Speakers Call for Papers Conference Photos Back to Conferences

Conference to accompany a special issue of the Journal of the Association for Consumer Research (JACR). Organized by the Jay H. Baker Retailing Center at the Wharton School of the University of Pennsylvania in collaboration with the Marketing Science Institute (MSI) and the American Marketing Association’s Consumer Behavior Special Interest Group.

As the retailing landscape undergoes drastic change, consumers are shopping and buying in new and different ways. They are moving away from department stores and toward specialty retailers, web-based retailers, and new online players. They are making more purchases online, and are increasingly willing to rent rather than buy and to purchase goods via subscription. The mobile phone itself has become a shopping place where they find special deals, interact with friends or bloggers, and make purchases.

The Wharton School’s Baker Retailing Center at the University of Pennsylvania is partnering with the Marketing Science Institute (MSI) and the American Marketing Association’s Consumer Behavior Special Interest Group to showcase leading scholars – and select industry experts – to discuss how the changing retail landscape has transformed the consumer decision journey. We are inviting submissions for research proposals for the JACR issue/conference by March 1, 2017 (see details in the call for papers below). 

CONSUMER RESPONSE TO THE EVOLVING RETAILING LANDSCAPE

Overview of the conference program 

THURSDAY, JUNE 22

7:30 – 8:30AM: Registration and Breakfast

8:30 – 8:45AM: Welcome Remarks

8:50 – 9:50AM: The Evolving Customer Experience and Customer Journey Landscape: Views from Theory and Practice

Session organized by the Marketing Science Institute (MSI)

  • Katherine N. Lemon, Accenture Professor, Carroll School of Management, Boston College and Executive Director, MSI
  • Frank Grillo, Chief Marketing Officer, Harte Hanks

Understanding customer experience and the customer journey is more critical now than ever. With customers interacting with retailers through a myriad of touchpoints in multiple channels, devices and media, firms need to integrate multiple business functions–and even external partners – in creating and delivering positive customer experiences. In this presentation, Kay Lemon and Frank Grillo will offer insights on customer experience and the customer journey in this era of increasingly complex customer behavior. Kay will focus on the “theory” side – providing frameworks that bring together what is currently known about the CX and the customer journey; Frank will focus on the “practice” side – offering insights and ideas of how firms can design and execute seamless customer journeys that fit with customer needs and goals. Additionally, they will identify critical areas for future research on this important topic.

10:00 – 11:30AM: Breakout Presentations and Discussion of Academic Research (Session 1)

Presenters will share their academic research to receive feedback from participants. All participants are invited to attend presentations of their choice and join the discussion.

See the full version of the program for details about the speakers and papers to be presented

11:40 – 12:40PM: Challenges that Digitally Native Vertically Integrated Brands Are Facing / Perspectives on the Future of Retailing

Panel organized by the Baker Retailing Center

Moderator: Barbara Kahn, Patty and Jay H. Baker Professor, Professor of Marketing, Director, Baker Retailing Center, Wharton School

Panelists:

Neil Blumenthal, Co-Founder and Co-Chief Executive Officer, Warby Parker

Rachel Shechtman, Founder and Chief Executive Officer, Story

Jessica White, Executive Director of Customer, Glossier

Digitally native vertically integrated brands such as Warby Parker and Bonobos are one of the novel elements of the changing retail landscape. This session will feature members of the Baker Retailing Center’s Director’s Council discussing the current challenges that digitally native vertically integrated brands face, what kind of knowledge gaps (and opportunities for research) they see, and how they envision the future of retail.

12:40 – 1:40PM: Lunch

1:45 – 2:45PM: Roundtable Discussions of Academic Research

Presenters will share their academic research in informal roundtable discussions. All participants are invited to join discussions of their choice.

See the full version of the program for details about the speakers and papers to be presented

2:50-4:20PM: Breakout Presentations and Discussion of Academic Research (Session 2)

Presenters will share their academic research to receive feedback from participants. All participants are invited to attend presentations of their choice and join the discussion.

See the full version of the program for details about the speakers and papers to be presented

4:30 – 5:45PM: Consumer Perspectives on Retailing

Panel organized by American Marketing Association’s Consumer Behavior Special Interest Group (CB-SIG)

Moderator: Dipayan (Dip) Biswas, Professor of Marketing, University of South Florida

The American Marketing Association’s Consumer Behavior Special Interest Group (CB-SIG) will feature three presenters, who discuss particular challenges in the online and offline retail worlds particularly as it pertains to special and sensory rich products:

  • Susan Broniarczyk, Susie and John L. Adams Endowed Chair in Business and Professor of Marketing Administration at the University of Texas at Austin will discuss gift giving and gift registries, which account for approximately 10% of consumer purchases. Her talk will describe motivations for using and not using registries, the emotions givers predict the gift will evoke in recipients, and the conditions under which gift giving can alter the perceived closeness between the giver and recipient.
  • Andrea Morales, Lonnie L. Ostrom Chair in Business & Professor of Marketing at Arizona State University, shows the paradoxical effect of product aesthetics in purchase intent and satisfaction. Attractive products motivate purchase intent but can lower post-purchase consumption and usage satisfaction since consumption destroys the beauty. Analogously, attractive gift card holders can affect purchase likelihood and satisfaction by heightening the pain of payment.
  • Joann Peck, Associate Professor of Marketing at the University of Wisconsin will describe her long-standing research portfolio on the role of touch in product purchase. Topics discussed include factors that motivate consumers to touch product, the role of interpersonal touch (e.g., between customer and salesperson), and how marketers can compensate for lack of touch potential in an online environment.

5:45 – 7:00PM: Closing Remarks & reception

FRIDAY, JUNE 23

7:30 – 8:30AM: Registration and Breakfast

8:30 – 10:00AM: Breakout Presentations and Discussion of Academic Research (Session 3)

Presenters will share their academic research to receive feedback from participants. All participants are invited to attend presentations of their choice and join the discussion.

See the full version of the program for details about the speakers and papers to be presented

10:00 – 10:15AM: Break

10.15-11:45AM: Breakout Presentations and Discussion of Academic Research (session 4)

Presenters will share their academic research to receive feedback from participants. All participants are invited to attend presentations of their choice and join the discussion.

See the full version of the program for details about the speakers and papers to be presented

11.45AM-1:00PM: Closing Remarks & Lunch

Call for Papers
Journal of the Association for Consumer Research | Volume 3, Issue 3

Issue Co-Editors: 

Barbara E. Kahn
Patty and Jay H. Baker Professor
Professor of Marketing
Director, Jay H. Baker Retailing Center
Wharton School

Jeffrey Inman
Albert Wesley Frey Professor of Marketing
Professor of Business Administration
Associate Dean for Research and Faculty
University of Pittsburgh

Peter C. Verhoef
Professor of Marketing at the Department of Marketing
Faculty of Economics and Business
University of Groningen 

Details
Papers should not exceed 10,000 words. Submissions will received double-blind peer review. Author guidelines may be found at the JACR home page. Authors who would like the editors to provide feedback to a potential project are encourage to contact any of the editors at jinman@katz.pitt.edu, baker.retail.conf@wharton.upenn.edu or p.c.verhoef@rug.nl.

Timeline
Conference proposal submission                                        March 1, 2017
Conference                                                                          June 22-23, 2017
Deadline for initial manuscript submission                          September 1, 2017
Deadline for submission of final manuscripts                      June 1, 2018
Publication                                                                           September 1, 2018