|Don Schultz, Professor Emeritus, Northwestern University and RAC Director
|Digital Retail Insights||
Gian Fulgoni, Co-Founder & Executive Chairman Emeritus, comScore Inc.
|Online to In-Store Behavioral Bonding Insights||
Martin Block, Professor, Northwestern University and RAC Executive Director
Mark Patton, Vice President of Enterprise Architecture, GameStop and RAC Advisory Board Member
GameStop is a dominant leader in the retail global video game category, with more than 6,600 video game and technology brand stores operating in 14 countries. GameStop’s customer loyalty program, “Power Up,” began in 2010, and is now associated with over 75 percent of all purchases both in-store and online. With a research objective to understand the relationship between a consumer’s online activity and in-store purchases, this on-going research effort continues to isolate as many consumer traceable store and online inputs as possible, measuring their relative impact on consumer purchases. This includes in-store conditions, exposure to both media and digital advertising, price and promotion, as well as external conditions such as holidays and weather. The question of whether or not online offerings and activities enhance or cannibalize in-store sales is directly addressed. Differences by key consumer variables and consumer typologies are also explored.
|Robotics in Retail — A Panel Discussion||Bob Doyle, Director of Communications, Association for Advancing Automation
Andra Keay, Managing Director, Silicon Valley Robotics
Martin Hitch, CEO, Bossa Nova Robotics
The cost of service robotic systems is dropping significantly, putting service robots within reach of retailers. Current applications include fully autonomous shelf-auditing robots to improve merchandising to a robot that guides customers by its own fully autonomous navigation to a product’s location.
|Lunch||Forum Room Foyer
|From Pocket to Purchase: Using Mobile Apps to Drive Engagement and In-Store Purchase|
|Vijay Viswanathan, Associate Professor and IMC Department Chair, Northwestern University and RAC Director
Mototaka Sakashita, Associate Professor of Marketing, Keio University (Japan)
Retailers are embracing digital technologies such as mobile apps to engage customers and enhance their shopping experiences. Using data from a large shopping mall based in Asia, we find that non-transactional engagements on a mobile app increase the likelihood of a purchase in the mall by 35 percent. Store-specific engagements can increase the likelihood of a purchase by over 100 percent. Conversely, the study also finds that customers who are disengaged from the app are less likely to make a purchase and purchase less if at all. Customers who also report their shopping experiences on the mobile app are about 10 percent more likely to make a purchase the subsequent week. Overall, the study finds that mobile apps that provide and seek relevant information can play an important role in the consumer’s journey and subsequently improve financial outcomes for the mall and individual stores.
|Macy’s RFID Research: Quantifiable Benefits and New Analytical Insights |
|Bill Connell, Executive Vice President of Logistics and Operations, Macy’s
Steven Keith Platt, Director and Research Fellow, Platt Retail Institute and RAC Research Director
This landmark research presents the most detailed data ever released publicly on the impact of RFID technology. Working with data supplied by Macy’s, the research findings aid both retailers and vendors in understanding the benefits associated with RFID by presenting use cases that illustrate both qualitative and quantitative benefits, as well as introducing new data applications that considers RFID and other retail data sets to produce new and unique insights.
|The KPI Battle: How Leveraging Data Has Empowered Retailers to Guide CPG’s Pricing Recommendations |
|Elizabeth Young, Strategic Analytics, Information Resources, Inc.
CPGs have been utilizing price responsiveness metrics for decades to influence shelf price, with the goal of ensuring success against their KPIs. A recent surge of analytic prowess and access to pricing metrics at retailers has created an additional layer of complexity to product pricing, as retailers are newly empowered to demand quantified, vetted “win-win” pricing scenarios. This session addresses how retailers’ relationship with data providers has evolved in recent years, the types of metrics that are most often utilized by retailers, and how that has affected the retailer-manufacturer power dynamic.
|Day’s Recap||Don Schultz, Professor Emeritus, Northwestern University and RAC Director