Netflix Steps Out of the Screen into Experiential Houses

In a rather exceptional move, Netflix, the prominent streaming company, reaches its customers-viewers beyond the screen and enters the physical space in newly created experiential hubs, titled each a Netflix House. When we say ‘physical’, it actually means that the House harbours a virtual world of fiction and fantasy by tangible means within the physical… Read More

Retailing From the Viewpoint of Young Bright Talents in Design

It is the 13th year in a row that VMSD magazine (Visual Merchandising & Store Design) publishes its annual list of winners of the Designer Dozen award (March 2025). The young designers chosen (age 35 and under) are considered the best and brightest designers in retail in their generation. The 12 designers specialise in interior… Read More

Some Fresh Ideas Towards Multidisciplinary Marketing Thinking & Research

It would be wrong to treat marketing as an isolated field or discipline. It is connected with disciplines of management and economics, the social sciences, mathematics and statistics, and more. In the past twenty years we have seen its growing interaction with digital technology and neuroscience. Marketing has evolved through learning from other disciplines, borrowing… Read More

Digital Price Display: Opportunity & Risk

The landscape in food stores is gradually changing with a transition of retailers from printed price labels to digital price tags, formally known as electronic shelf labels (ESLs). When looking from some distance, shoppers may not notice the difference in appearance of the label, but the digital price display can have implications that shoppers may… Read More

Listening to Managers and Consumers When Building Marketing Theory

Academic articles in marketing can be very instructive, occasionally eye-opening, on various issues and topics; one can learn from them about theory, research methodology and models, and the findings and conclusions reached from their analyses. Yet, it would not be presumptuous to say that managers do not rush to search for, read and consult with… Read More

Conjoint and MaxDiff: Choice-Based Methods for Measuring Consumer Preferences

Choice-Based Conjoint and MaxDiff (i.e., Maximum Difference, also known as Best-Worst scaling) are advanced methods for measuring and estimating consumer preferences by means of choice experiments and discrete choice models. Conjoint Analysis is a veteran methodology, initiated in the early 1970s, for measuring multi-attribute consumer preferences, based on ranking order or rating evaluations of product… Read More

Globus: A Department Store Changes Its Face

A visitor returning to the flagship department store of the Swiss chain GLOBUS in central Zurich after a long absence is headed for a surprise. The visiting shopper is about to encounter on entry a completely different landscape — bright and flashy, with a large avenue stretching from the front entrance (on Bahnhofstrasse) to the… Read More

Marketing-Driven Financial Valuation of Brands

Assessments of the monetary value of brands has long interested and motivated the management of firms, and their investors. From a business perspective, the financial value is a preferred measure of brand equity or return-on-investment in brands. But a brand is a marketing-driven and consumer-based entity, and hence one cannot detach the financial value of… Read More

Working Towards Display of Less Merchandise in Stores

As consumers purchase online more frequently, and in larger volumes, the experience of shopping in brick-and-mortar stores is changing. Consumers these days could be looking for something different than before when shopping in stores; and so, the roles of physical stores also have to be modified with the changes in consumers’ tastes and shopping behaviour.… Read More