Rethinking Retail: A Marketer's Guide to Decoding Consumer Preference through Data Analytics

Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers’ shopping preferences, behaviors, and influences.

Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences—what people buy and where they buy it. This presents...