Enroll Course: https://www.coursera.org/learn/wharton-retail-marketing-strategy
The retail world is in constant flux, and the seismic shifts brought about by COVID-19 have only accelerated this evolution. In today’s competitive market, understanding how to connect with and retain customers is paramount. This is where Coursera’s ‘Retail Marketing Strategy’ course, taught by the insightful Professor Barbara Kahn, shines.
This course is a masterclass in transitioning from a product-centric to a customer-centric approach. Professor Kahn expertly guides learners through the radical changes revolutionizing the retail industry, emphasizing the ever-increasing expectations of shoppers. The core message is clear: winning and keeping customers in this new era requires a deep understanding of their needs and delivering genuine value.
**Module 1: The COVID-19 Catalyst**
The course kicks off by examining the profound impact of recent years on retail, starting with the “retail apocalypse” of 2017 and delving into how COVID-19 reshaped consumer behavior. It provides a solid foundation for understanding the importance of omnichannel strategies, customer service, and brand loyalty in the current climate. You’ll learn to link these concepts to creating both customer value and a competitive edge.
**Module 2: Strategies for Success**
Here, Professor Kahn introduces the ‘Kahn Retail Success Matrix,’ a powerful tool for analyzing the competitive advantages of giants like Amazon, Walmart, and Target. The module explores the significance of a growth mindset and contrasts the approaches of luxury brands, highlighting the role of culture in their success. A key takeaway is leveraging technology to streamline the customer’s shopping journey.
**Module 3: The Power of Customer Experience and ‘Shopper-tainment’**
This module builds on the omnichannel theme, focusing on innovation in both online and offline retail spaces. It showcases successful examples from digitally native and legacy brands. The exploration of “New Retail” trends, particularly in China, offers a fascinating glimpse into culture-specific consumer expectations and global retail trends.
**Module 4: Building a Great Brand**
The final module tackles the crucial aspect of brand strategy. It defines what a brand truly is and explores how consumers are driving organizations towards purposeful branding and aligning with social causes. You’ll gain a strong understanding of how the pandemic and resulting consumer behavior have fundamentally reshaped the future of brand strategy.
**Recommendation:**
‘Retail Marketing Strategy’ is an indispensable course for anyone involved in retail, marketing, or business strategy. Professor Kahn’s expertise, combined with real-world examples and actionable insights, makes this a highly valuable learning experience. Whether you’re looking to adapt to the post-pandemic retail landscape or seeking to build a more customer-centric business, this course provides the knowledge and tools you need to succeed. Highly recommended!
Enroll Course: https://www.coursera.org/learn/wharton-retail-marketing-strategy