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FEATURED EXPERT VIEW OF THE PATH FORWARD
The challenges of bundling retail offerings post-pandemic
Written by:
John A. Deighton,
Harold M. Brierley Professor of Business
Administration, Emeritus Harvard Business School
Dealing with the COVID-19 pandemic has forced consumers into new patterns of behavior. Brands and retailers face the challenge of understanding and planning for those behavior patterns that will change and those that will persist. They also have to plan to facilitate the behavior changes they want and discourage the less desirable constructive changes. Some of these behavior patterns were sources of irritation and frustration—like wearing a mask for some people—and others taught us to want and like different things that become sources of joy and satisfaction—like spending more time on hobbies and with pets and family.
The marketer needs to say: how can I redesign the bundle to support the behaviors that I want and discourage those that I don’t?
Post-COVID retailing will experience more of the same disruptions.
Brick-and-mortar retail has been under attack for a while. At least in the media. Three marketing and retail experts, Kim Whitler and Steve Dennis, share their views of the path forward.
Travel and hospitality look to a new reality
There is little question that the travel and hospitality industry suffered dramatically during the COVID-19 pandemic. Jenny Southan—editor, founder, and CEO of Globetrender, the UK’s leading travel trend forecasting agency—looks to the future.