The Wharton Retail Club kicked of Spring 2018’s first lecture series, with Professor Barbara Kahn, a distinguished faculty member of Wharton’s Marketing Department.
Barbara Kahn serves as the Patty and Jay H. Baker Professor of Marketing and served as the Director of the Baker Retailing Center up until last year. She is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues and patient decision-making. This research allows marketers to better understand the consumer choice process.
At our lecture series, Professor Kahn discussed her soon-to-be published book, “The Shopping Revolution.” She further focussed on the importance of the new digital space of Marketing, emphasizing Amazon’s growth as a major example and analysing Jeff Bezos’ decisions as the CEO of this digital shopping giant. Finally, she described her research and elaborated the ‘kahn Retailing Success Matrix,’ which created a Retailing Proposition based on four variables: Product Benefits, Customer Experience, Increase Pleasure and Decrease Pain Points. She went on to describe several companies with the aid of this matrix, thus proving its all-encompassing nature.
Professor Barbara Kahn’s lecture left all the students more knowledgeable about the great wide world of retail, but more specifically, in the digital arena of marketing has to offer!