Omnichannel retailers can extend their customer engagement and logistics capabilities via nontraditional sales and fulfillment locations.
755 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104-6304
Research Interests: unified commerce, omnichannel, contagion and neighborhood effects
Links: CV, Personal Site, Twitter
Professor Bell’s research focuses on digital marketing and e-commerce, with many applications in retail and unified commerce. He is the author of Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One (published in Portuguese and Mandarin for the Brazil and China markets, respectively), an authoritative book on how to win in the digital economy, and the forthcoming book: The BOSS Model: How to Sell to Millennials.
Professor Bell’s research is published in all of the premier academic marketing journals: Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics as well as Journal of Econometrics and the MIT Sloan Management Review. He has won several teaching and research awards, including the MBA Core Curriculum Award, Miller-Sherrerd MBA Core Teaching Award, MBA for Executives Excellence in Teaching Award, the Frank M. Bass Outstanding Dissertation Award, three John D.C. Little Best Paper Finalist Awards, and two INFORMS Marketing Science Long Term Impact Finalist Awards, and the Production and Operations Management Society Applied Research Challenge First Place Award.
Professor Bell teaches Digital Marketing, E-Commerce, and Social Media Marketing in the Undergraduate and MBA Programs and Empirical Modeling in PhD program. He is the Academic Director for the Wharton Executive Education Program Digital Marketing Strategies for the Digital Economy. He also serves as an expert witness in intellectual property matters pertaining to individual choice behavior in digital markets. Recent representative cases include Sky Technologies LLP v. SAP, Individual Network LLC v. Apple Inc., and Two-Way Media LLC v. America Online, Inc. (on behalf of the plaintiff; retained by Susman Godfrey) and Power Management Solutions LLC v. Intel Corporation (on behalf of the defendant; retained by WilmerHale).
Professor Bell is active investor in digital economy companies including Bonobos (acquired by Walmart), Harry’s, Jet (acquired by Walmart), Quidsi (acquired by Amazon), and Warby Parker, among many others. He holds a Ph.D. from the Graduate School of Business at Stanford University, an M.S. in Statistics from Stanford University, an M.Com (1st Class Honors) and B.Com from the University of Auckland, New Zealand.
Omnichannel retailers can extend their customer engagement and logistics capabilities via nontraditional sales and fulfillment locations.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Dissertation
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/
For "Inventory Showrooms and Customer Migration in Omni-Channel Retail: The Effect of Product Information" (with S. Gallino and T. Moreno)
For "Inventory Showrooms and Customer Migration in Omni-Channel Retail: The Effect of Product Information" (with S. Gallino and T. Moreno)
“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)
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)
For “The Decomposition of Promotional Response: An Empirical Generalization,” Marketing Science, 18, 4 (Fall), 504-26. (with J. Chiang, V. Padmanabhan)
Marketing Strategy
For "Creating Win-Win Trade Promotions: Theory and Empirical Analysis of Scanback Trade Deals,” Marketing Science, 22 (1), 16-39. (with X. Dreze)
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)
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)
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)
Wharton retail expert discusses why shoppers may feel overwhelmed when faced with many options.…Read More
Knowledge @ Wharton - 2024/12/19