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Jan. 21, 2023

The Current State of Digital Transformation in Omnichannel Retail with Texas A & M's Prof. Venky Shankar

The Current State of Digital Transformation in Omnichannel Retail with Texas A & M's Prof. Venky Shankar
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The CPG Guys

The CPG Guys speak with Venkatesh (Venky) Shankar, Professor of Marketing and Ford Chair in Marketing & E-Commerce and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include Digital Business, Marketing Strategy, Innovation, New Product Management, Retailing, Services Marketing, Pricing, International Marketing, Branding, Mobile Marketing, and Artificial Intelligence.

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Prof. Shankar answers these questions:

1) So, give us your own career brief. You're from IIT, IIM, Sloan - and a lifetime of service to academia. Tell us how the years have passed.
2) What is the latest research yielding these days? Is the omnichannel ecommerce-led growth ending or plateauing or still accelerating?
3) Talk to the importance of retail media and its growing importance in the industry? Why is this so ungoverned to the day with limited understanding and metrics.
4) What is the meaning of the trend referred to as “return to store?” What tactics are permanent and does category management have a different role to play in an omnichannel world?
5) Who are the type of brands or retailers you work with and what’s a typical project? Who is the beneficiary?
6) How is technology shaping marketing and retailing in consumer goods?
7) Retail digital transformation requires capital on an already wafer-thin margin ecosystem unlike brands. How do you advocate for this knowing this with a healthy respect to the P&L?
8) Let's ask you to do 5 predictions for retail and CPG go forward.

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