David Bell

• David Bell, Santiago Gallino, Antonio Moreno-Garcia, Are Everywhere Stores the New Face of Retail? in MIT Sloan Management Review, Online Edition. Abstract

  Omnichannel retailers can extend their customer engagement and logistics capabilities via nontraditional sales and fulfillment locations.

• David Bell, Santiago Gallino, Antonio (Toni) Moreno-Garcia (2020), Customer Supercharging in Experience-Centric Channels, Management Science. Abstract

  We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and test our thesis using data from a digital-first men’s apparel retailer and a pioneer of the so-called “Zero Inventory Store” (ZIS) format—a small footprint, experience- centric retail location which carries no inventory for immediate fulfillment, but fulfils orders via e-commerce. Using a risk-set matching approach, we calibrate our estimates on customers who are “treated”, i.e., have a ZIS experience, and matched with identical customers who shop online only. We find that post the ZIS experience, customers spend more, shop at a higher velocity, and are less likely to return items. The positive impact on returns is doubly virtuous as it is more pronounced for more tactile, higher-priced items, thus mitigating a key pain point of online retail. Furthermore, the ZIS shopping experience aids product discovery and brand attachment, causing sales to become more diffuse over a larger number of categories. Finally, we demonstrate that our results are robust to self-selection and potentially confounding effects of unobservable factors on the matched pairs of customers. Implications for retailing practice, including for legacy, offline-first retailers, are discussed.

  Related
  Links
• David Bell, Antonio Moreno-Garcia, Santiago Gallino (2018), The Store is Dead — Long Live the Store, MIT Sloan Management Review.
• David Bell, Santiago Gallino, Antonio (Toni) Moreno-Garcia, The Store Is Dead—Long Live the Store in MIT Sloan Management Review, 59. Related
  Links

  MIT Sloan
• David Bell, Antonio Moreno-Garcia, Santiago Gallino (2017), Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits, Management Science.
• Kathleen Li and David Bell (Working), Augmented Difference-in-Differences: Estimation and Inference of Average Treatment Effects.
• David Bell, Santiago Gallino, Antonio (Toni) Moreno-Garcia (2017), Offline Showrooms in Omni-Channel Retail: Demand and Operational Benefits, Management Science. Abstract

  Omni-chanel environments where customers shop online and offline at the same retailer are ubiquitous, and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers, and the engagement of a key omni-channel tactic; specifically, introduction of showrooms (physical locations where customers can view and try products) in combination with online fulfillment that uses centralized inventory management. We ask whether, and if so, how, showrooms benefit the two most basic retail objectives: demand generation, and operational efficiency. Using quasi-experimental data on showroom openings by WarbyParker.com, the leading and iconic online-first eyewear retailer, we find that showrooms: (1) increase demand overall and in the online channel as well, (2) generate operational spillovers to the other channels by attracting customers who, on average, have a higher cost-to-serve, (3) improve overall operational efficiency by increasing conversion in a sampling channel and by decreasing returns, and (4) amplify these demand and operational benefits in dealing with customers who have the most acute need for the firm’s products. Moreover, the effects we document strengthen with time as showrooms contribute not only to brand awareness but also to what we term channel awareness as well. We conclude by elaborating the underlying customer dynamics driving our findings and by offering implications for how online-first retailers might deploy omni-channel tactics.

  Related
  Links

  SSRN
• Kathleen Li and David Bell (2017), Estimation of average treatment effects with panel data: Asymptotic theory and implementation, Journal of Econometrics , 197 (), pp. 65-75.
• David Bell, Santiago Gallino, Antonio (Toni) Moreno-Garcia, How to Win in an Omnichannel World in MIT Sloan Management Review, 56. Related
  Links

  MIT Sloan
• David Bell, Antonio Moreno-Garcia, Santiago Gallino (2014), How to Win in an Omnichannel World, MIT Sloan Management Review.

Past Courses

• MKTG2270 - Mktg and Electronic Comm

  The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing is critical to the success of firms that will shape the consumption-led economies that are fueled by these technologies. MKTG 2270 provides a research-based and framework-driven approach to succeeding in this environment, through a rigorous approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate.

• MKTG2700 - Dgtl Social & E-Com Mktg

  MKTG 2700 explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. A mixture of case studies, guest speakers and assignments, including one that uses real advertising data, translates theory into practice. It is recommended that students enrolling in the course be comfortable using Excel and are knowledgeable in applying regression analysis techniques. Students who would prefer a less technical course may wish to take MKTG 2270, Digital Marketing and Electronic Commerce, a half cu course offered by the department.

• MKTG3990 - Independent Study

• MKTG6110 - Marketing Management

  This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.

• MKTG7270 - Mktg and Electronic Comm

  The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by these technologies. MKTG 7270 provides a research-based and framework-driven approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate.

• MKTG7700 - Dgtl Social & E-Com Mktg

  MKTG 7700 explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. A mixture of case studies, guest speakers and assignments, including one that uses real advertising data, translates theory into practice. It is recommended that students enrolling in the course be comfortable using Excel and are knowledgeable in applying regression analysis techniques. Students who would prefer a less technical course may wish to take MKTG 7270, Digital Marketing and Electronic Commerce, a half cu course offered by the department.

• MKTG8970 - Advanced Study

  The luxury industry has been heavily impacted by the Covid-19 pandemic, with some estimates suggesting a contraction of over 20%. Some of the changes in consumer behavior directly affected luxury in the short-term, but these changes in behavior may eventually revert to past history when the pandemic is over. Examples of these include the drop in tourism travel, work from home trends, reduced traffic to physical retail and malls, and the reduction of festive social activities (e.g., weddings). Other trends affected many industries and are likely to fundamentally change consumer behavior long-term: (1) net zero retail now, (2) digital by design, (3) thoughtful experience, (4) re-localization and (5) lead with purpose. This course explores the special challenges that are faced by luxury brands as they try to navigate rapidly evolving shopping behaviors in both the online and offline environments. In this course we will articulate the key principles for successful luxury branding & experiences and focus on the challenges and opportunities that luxury brands face. Although we will have some traditional lecture/discussion classes, the course is primarily experiential. We will explore luxury broadly across many product categories. We will learn from what we see on location, but we will also critically assess how companies are coping with the challenges of the post-covid retailing environment.

• MKTG8990 - Independent Study

  A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

• MKTG9950 - Dissertation

  Dissertation

• WH2970 - Wh Industry Exploration

  WIEP features short-term courses that focus on various industries and feature visits to businesses, lectures, extracurricular activities, and networking opportunities with alumni. Students must apply online: https://undergrad-inside.wharton.upenn.edu/wiep/

• Overall Best Paper Award 2014, Workshop on Information Systems and Economics (WISE), 2014 Description

  For "Inventory Showrooms and Customer Migration in Omni-Channel Retail: The Effect of Product Information" (with S. Gallino and T. Moreno)

• 2014 First Place Award, Productions and Operations Management Society Applied Research Challenge, 2014 Description

  For "Inventory Showrooms and Customer Migration in Omni-Channel Retail: The Effect of Product Information" (with S. Gallino and T. Moreno)

• 2010 AMA Innovation, Technology and Interactivity Best Article of the Year, 2011 Description

  “Spatiotemporal Analysis of Imitation Behavior across New Buyers at an Online Grocery Retailer,” published in Journal of Marketing Research, 47 (February) 75-89. (with J. Choi and S. Hui)

• Miller-Sherrerd MBA Core Teaching Award, 2006, 2007, 2009, 2010
• Finalist, INFORMS Long Term Impact Award for Marketing Science, 2010 Description

  For “Looking for Loss Aversion in Scanner Panel Data: The Confounding Effect of Price Response Heterogeneity,” Marketing Science, 19, 2 (Spring), 185-200. (with J. Lattin)

• MBA Core Curriculum Award, "Above and beyond call of duty", 2009
• Finalist, INFORMS Long Term Impact Award for Marketing Science, 2009 Description

  For “The Decomposition of Promotional Response: An Empirical Generalization,” Marketing Science, 18, 4 (Fall), 504-26. (with J. Chiang, V. Padmanabhan)

• MBA for Executives (West) Elective Teaching Award, 2005, 2006, 2007
• MBA Core Curriculum Award, "Above and beyond call of duty", 2006
• Outstanding Reviewer Award, Journal of Retailing, 2005
• MBA for Executives (East) Elective Teaching Award, 2004, 2005 Description

  Marketing Strategy

• John D.C. Little Best Paper Award Finalist, 2004 Description

  For "Creating Win-Win Trade Promotions: Theory and Empirical Analysis of Scanback Trade Deals,” Marketing Science, 22 (1), 16-39. (with X. Dreze)

• Marketing Science Institute Young Scholars Program, 2002
• John D.C. Little Best Paper Award Finalist, 2001 Description

  For “Looking for Loss Aversion in Scanner Panel Data: The Confounding Effect of Price Response Heterogeneity,” Marketing Science, 19, 2 (Spring), 185-200. (with J. Lattin)

• Frank M. Bass Outstanding Dissertation Award, 2000 Description

  For “Shopping Behavior and Consumer Preference for Retail Price Format: Why `Large Basket’ Shoppers Prefer EDLP,” Marketing Science, 17, 1 (Winter), 66-88. (with J. Lattin)

• John D.C. Little Best Paper Award Finalist, 1998 Description

  For “Shopping Behavior and Consumer Preference for Retail Price Format: Why `Large Basket’ Shoppers Prefer EDLP,” Marketing Science, 17, 1 (Winter), 66-88. (with J. Lattin)

• Winner, Alden G. Clayton Doctoral Dissertation Proposal Award, 1994

• Are Pop Up Stores Here to Stay?, Knowledge@Wharton - 05/22/2013
• J.C. Penney Faces 'Race to the Bottom' on Prices: Bell, Bloomberg TV - 04/09/2013

Knowledge @ Wharton

• Building Stronger Family Offices by Sharing Knowledge and Securing the Future, Knowledge @ Wharton - 11/21/2024
• State of the NBA with Seth Partnow, Knowledge @ Wharton - 11/20/2024
• How Are Companies Really Using AI? A New Report Has Answers, Knowledge @ Wharton - 11/19/2024
• Impact vs. Time: A Leader’s Guide to Slow Productivity, Knowledge @ Wharton - 11/19/2024
• Kevin O’Leary Illustrates the Benefits of Tariffs for U.S. Businesses, Knowledge @ Wharton - 11/19/2024
• Boosting Donations Through Self-expressive Choices | Jonah Berger, Knowledge @ Wharton - 11/19/2024
• Why Are Hospitals So Expensive?, Knowledge @ Wharton - 11/18/2024
• New Phenomena in Behavioral and Social Investing, Knowledge @ Wharton - 11/18/2024
• Bigger Hospitals, Better Care? Wharton Research Finds Benefits Are Only at the Operational Level, Knowledge @ Wharton - 11/14/2024
• Linda Dow Cash, CEO, Two Chicks Cocktails, Knowledge @ Wharton - 11/14/2024