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Survey: Retail marketers shift to digital, personalized campaigns
Westlake Village, Calif. - Senior retail marketers report that 38% of their total marketing spend is now devoted to digital. According to a research study released by Conversant, nearly 20% of retail marketers reported that digital accounts for 50% to 75% of their total marketing budget.
The new study found strong retailer interest in personalized marketing and advertising. Eighty-six percent of senior retail marketers said that individualized messages can be more effective than mass messages.
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MIT Sloan visiting professor finds behavioral motives key to pricing strategy
Cambridge, Mass. -- An ongoing debate in retail is whether it’s a better strategy to use markdowns or everyday low prices. Research by MIT Sloan School of Management visiting professor Özalp Özer and his colleague Karen Zheng at MIT Sloan supports basing pricing strategy on consumer behavior compared to a one-size-fits-all approach.