Customers
Can Friction Improve Your Customers’ Experiences?
When e-commerce sites make buying quick and easy, they could be missing out on deepening customer relationships.
E-commerce
Latest
Supply Chains & Logistics
How E-Commerce Companies Can Reduce Returns
Research shows that product returns decrease when online shoppers receive orders in a single, consolidated delivery.
Pedro Amorim, Eduard Calvo, and Laura Wagner
AI & Machine Learning
Digital First, Physical Second: Wayfair’s Fiona Tan
Wayfair’s CTO describes how the e-commerce retailer uses AI and machine learning to support customers and manage risk.
Sam Ransbotham and Shervin Khodabandeh
Customers
The Beauty of AI: Estée Lauder’s Sowmya Gottipati
Sowmya Gottipati shares how Estée Lauder uses AI to learn about customers and make better product recommendations.
Sam Ransbotham and Shervin Khodabandeh
Platforms & Ecosystems
Leveraging Subscriptions and Marketplaces for Platform Success
Barry Libert, CEO of AIMatters, describes how subscription models and a platform-first mindset can help organizations define valuable new offerings for customers.
Barry Libert and Ally MacDonald
Social Media
What the West Can Learn From China’s Live Commerce Success
While livestreamed shopping is booming in China, it has struggled to take off in the West.
Michael Wade and Jialu Shan
AI & Machine Learning
Expanding AI’s Impact With Organizational Learning
Companies that change processes to facilitate organizational learning with AI realize the biggest business value.
Sam Ransbotham, Shervin Khodabandeh, David Kiron, François Candelon, Michael Chu, and Burt LaFountain
Marketing Strategy
Is Your Brand Getting Lost in the Online Shuffle?
Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.
Joseph Dollens, Richard Ettenson, and Patrick Lynch
Content Sponsored by Google
The Keys to Winning Retailer-Brand Partnerships in the Digital Era
Co-op advertising lags behind consumers’ and marketers’ needs — here’s how it needs to change.
MIT SMR Connections
Digital Marketing
Five Guidelines for Digital Retailing
Consumer behavior holds the key to online retail success.
Prabuddha De, Yu Jeffrey Hu, Mohammad S. Rahman, and Frieda Klotz
Analytics & Business Intelligence
The Secret of My eSports Success
People analytics is at the heart of eSports success.
Ben Shields and Paul Michelman
Business Models
Why Customer Experience Matters for B2B
Customer-focused design is core for successful B2B e-commerce.
Suketu Gandhi, Alanna Klassen Jamjoum, and Conrad Heider
Disruption
How Retail Responds to Disruption
Retailers can avoid displacement and connect with customers by focusing on digital experience.
Ally MacDonald
Data & Data Culture
Using Data Science to Avoid Global Pricing Chaos
Five steps to make sure your data and analytics efforts pay off in the long term.
Andrea Marron
Digital Marketing
Avoid These Five Digital Retailing Mistakes
Retailers need to understand how website features and advances in AI affect consumer behavior.
Prabuddha De, Yu Jeffrey Hu, and Mohammad S. Rahman
Analytics & Business Intelligence
Rent The Runway: Organizing Around Analytics
Customer experience is what sets Rent The Runway apart. And it’s driven by data and analytics.
Renee Boucher Ferguson
Data & Data Culture
Raising the Bar With Analytics
Managers have an increasing appetite for analytics, according to a 2013 MIT Sloan Management Review / SAS survey.
David Kiron, Pamela Kirk Prentice and Renee Boucher Ferguson
Digital Marketing
The Problem With Online Ratings
Consumer trust in online ratings may be misplaced, according to recent research.
Sinan Aral
Global Strategy
How to Compete in China’s E-Commerce Market
Some well-known companies have stumbled in e-commerce in China. To succeed requires new thinking.
Xin Wang and Z. Justin Ren
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