07 - 09 May, 2019
Hyatt Regency Toronto, ON
Assistant Professor in Marketing
McGill Desautels Faculty of Management
Assistant Professor Nathan Yang and Retail Lab advisor Carl Boutet from the new McGill University Bensadoun School of Retail Management (BSRM) will share recent insights about customer relationship management (CRM) strategies that can be scaled up for digital platforms. The discussion will revolve around the three aspects of CRM. Guided by insights from recent research at BSRM that leverages a combination of behavioural science, economics, and big data/machine learning, they will offer ideas about customer acquisition, customer development, and customer retention strategies. The insights will be drawn from past and ongoing research about the identification of brand cheerleaders on an e-health platform, landing page strategies for free Wi-Fi services in malls, and reference point gamification and habit formation on mobile apps. Their presentation will conclude with a discussion of how these strategies can be applied to various retail sectors.