Develop online and offline retail strategies with the Wharton Course,
The Shopping Revolution
Differentiate between effective and ineffective retail strategies
World-class Wharton faculty
Develop the right leadership approach to achieve your business goals
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The Shopping Revolution Course Modules
In this module, you’ll analyze disruptive changes within the retail industry. You’ll examine both brands that have collapsed and brands that have flourished and discover the new ways Generation Z shops. You’ll learn about the Principle of Customer Value and the Principle of Differential Advantage and apply this foundational knowledge to the Kahn Retailing Success Matrix. Through the application of the matrix to different retail brands, you’ll be able to better understand why some brands struggle and some succeed in today’s new shopping environment. Finally, by studying the history of the growth of Amazon, you’ll gain a better understanding of Amazon’s strategy and apply it to your business. By the end of this module, you’ll be able to utilize the Kahn Retailing Success Matrix to better devise a successful strategy for your brand, and have a better understanding of how to navigate a retail industry that has been defined by Amazon’s success.
- Course Introduction
- Changes in the Industry
- Kahn Retailing Success Matrix
- Amazon the Disruptor
- The Future of Amazon
- Quiz: Module 1 Quiz
In this module, you’ll examine retail strategies beyond Amazon’s, and discover how to apply these strategies to accomplish your company’s goals. First, you’ll explore Walmart’s Everyday Low Price Strategy, and analyze how Walmart is expanding their business into different quadrants of the Retailing Success Matrix. You’ll also learn successful strategies in the omni-channel customer experience and how to eliminate common pain points for your customers. Through case studies of brands that have differentiated themselves on creating an exceptional customer experience, you’ll learn methods to cultivate the in-store experience that online shopping can’t offer. By the end of this module, you’ll have gained valuable insight into the strategies of successful brands outside of Amazon and will be able to create effective strategies to expand your business.
- Everyday Low Price Strategies
- Maximize Omni-Channel Customer Experience
- Differentiate on Customer Experience: Primary Leadership Strategy
- Store Experiences as Second Leadership Value: Treasure Hunt
- Quiz: Module 2 Quiz
This module was designed to help you gain a more thorough understanding of customer decision-making. Through an examination of the research on perceived variety and actual variety, you’ll learn the psychological processing behind customer choice, and how to apply this knowledge to increase sales. You’ll also explore the retail strategies of brands such as Rebecca Minkoff and Sephora to examine the effectiveness of utilizing technology to enhance the in-store shopping experience. By the end of this module, you’ll be able to employ an empirical approach to increasing the variety of your products and provide a more connected and immersive shopping experience for your customers.
- Shopping Reality: Too Much Choice
- Shopping Reality: Choice Conflict
- Increased Perceived Variety
- Horizontal vs Vertical
- Differentiate on Customer Experience: Brand and Loyalty
- Quiz: Module 3 Quiz
In this module, you’ll examine the strategies behind both luxury and vertical brands, and the underlying philosophy behind what makes a brand truly great. Using real-world examples, you’ll gain a better understanding of the paradox behind luxury brands, and how luxury brands leverage their brand equity to expand their business. You’ll also explore the strategies of Digitally Native Vertical Brands (DNVB) such as Warby Parker to determine the right balance between physical and online retail presences while still maintaining the core values of your brand. By the end of this module, you’ll have a deeper understanding of retail brand strategies and be able to apply successful retail strategies to your brands.
- Paradox of Luxury
- Vertical Brands
- Vertical Brands – Zara
- What Makes a Brand Great?
- DNVB Brand Strategy
- Course Conclusion
- Quiz: Module 4 Quiz
How the Course Works
- Duration: 4 weeks
- Commitment: 1-4 hours per week
Program Start Date
- Enroll Immediately
About Professor Barbara Kahn
Patty and Jay H. Baker Professor
Professor of Marketing
Designed by Professor Barbara Kahn of the Wharton School, one the world’s leading scholars on retail strategies, and based on her latest research, this course will help you understand the framework behind current successful retail strategies through case studies of Amazon, Walmart, and Warby Parker, and will teach you how to apply these strategies to your own brand.