MIT Sloan Management Review Article on Avoid These Five Digital Retailing Mistakes

Today’s retailers need to adopt a data-driven view — with the goal of understanding how website features and advances in AI will affect consumer behavior.

In a world where customers are shifting a significant portion of their purchases from off-line to mobile and online channels, the mantra for retailers is to embrace the change and capitalize on the virtues of digital commerce. But rather than haphazardly implementing various website features, retailers should adopt a data-driven view — with the goal of understanding how different types of information that consumers collect via the website affect their behavior.

About the Author

Prabuddha De is Accenture Professor of Information Technology at Purdue University’s Krannert School of Management in West Lafayette, Indiana. Yu Jeffrey Hu is Sharon A. and David B. Pearce Professor of Information Technology Management at Georgia Institute of Technology’s Scheller College of Business in Atlanta. Mohammad S. Rahman is an associate professor of management at Purdue University’s Krannert School of Management in West Lafayette, Indiana.

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