Retail Marketing Strategy

Covid-19 has accelerated a sea change that will revolutionize retail in every way. Shoppers’ expectations are rising, making winning (and keeping) these consumers even more challenging. In this course, Professor Barbara Kahn will explain what it means to shift from a product-centric to a customer-centric approach and create a marketing strategy that delivers real customer value. By examining the companies that have been most successful during this wave of change, this course will explore what we can learn from their ascent. Building on this knowledge, Professor Kahn will introduce the Kahn Retail Success Matrix, a framework any company can use to create a competitive strategy to survive and thrive in today’s—and tomorrow’s—disruptive environment. By the end of the course, you will be able to identify the changing expectations around creating a superior shopping experience and values-based branding.