2014 Shopper Marketing: In-store, On-line, Social, and Mobile Conference

Call for Papers

Hosted at Stockholm School of Economics, Stockholm, Sweden

Sponsored by

• Center for Retailing at the Stockholm School of Economics,
• AMA Retailing & Pricing SIG, and
• Babson Retail Supply Chain Institute

Conference Co-chairs:

• Dhruv Grewal, Babson College,
• Jens Nordfält, Stockholm School of Economics,
• Anne L. Roggeveen, Babson College

Conference Dates: May 8-10, 2014

Submission Deadline for Papers: December 10, 2013

Conference Information

The objective of this conference is to generate a state of the art understanding of Shopper Marketing activities across platforms on the path to purchase by integrating insights from both research and practice. Friday, May 9 will be devoted to a number of plenary sessions featuring leading academics and practioners in the field of in-store marketing. Practitioners will likely represent retailers such as IKEA, H&M, ICA (leading Scandanvian grocery chain), leading manufacturing firms as well as in-store shopper marketing software firms.

In today’s rapidly evolving market place, due to influences such as mobile devices, the internet, and social media, there is increasingly a need to understand how consumers respond to marketing activities across a range of platforms. These multiple platforms create many touch point opportunities for the firm to reach the shopper on her path-to-purchase. Some of these touch points are controlled by the firm (e.g., targeted emails), while others are controlled by consumers (e.g., social media postings). As a result, firms must focus on all of these touch points. Firms must also remain cutting edge in their use of new technologies in their quest to capture the consumers’ interest. These new technologies include digital displays in the store, and increasingly personalized offers and localized offers taking advantage of the GPS element of mobile phones and apps. Even traditional media, such as newspapers and direct mail, is being transformed via the use of QR codes and deal websites. Understanding how these multiple touch points impact shoppers is critical for retailers to understand.

Research that primarily reflects conceptual and theoretical contributions as well as empirical research studies are equally welcome. The research should aim to integrate insights both from research and practice. Any topic that fits the broad rubrics of shopper marketing is appropriate.

To present at the conference, please submit a 750- to 1,000-word extended abstract for consideration to ShopperMarketing@babson.edu. For empirical studies, please highlight the key findings.

There will also be an associated Special Issue of the Journal of Business Research. There is a separate call for papers and submission requirements for that special issue.

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