Marketing

Managers’ intuition about how customers will feel about decisions made by algorithms rather than humans is often wrong.

The pandemic forced companies to speed digital transformation and adapt to a virtual world. Customers are now rewarding those that offer the best experiences and engage authentically. To succeed in the next era, businesses and marketers must meet new expectations and build new strategies and skills.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.  

Front-line employees are uniquely aware of the early symptoms of coming change. Management should heed their insights.

Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.

In B2B, pandemic-driven cost initiatives should be guided by an intense focus on customer value.  

Which retail customers will return to in-person shopping as the economy reopens — and why?

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

A new species of disrupter has great products but offers even better experiences.