Raymond R. Burke

E.W. Kelley Professor of Business Administration, Founding Director, Custom
Indiana University

Dr. Raymond Burke is a professor of marketing atIndiana University's Kelley School of Business, and founding director of theSchool's Customer Interface Laboratory, a state-of-the-art facility forinvestigating how customers interact with new retail environments andtechnologies. Prior to this, Dr. Burke served on the faculties of theHarvard Business School and the University of Pennsylvania's WhartonSchool. His research focuses on understanding the influence ofpoint-of-purchase factors – including new products, product packaging, pricing,promotions, assortments, and displays – on consumer shopping behavior. Dr. Burke has served as a research consultant for a number of leading companiesin consumer packaged goods, durable goods, and service industries, and hisvirtual shopping technology has been used by research firms around the world.His articles have appeared in various journals, including the HarvardBusiness Review, the Journal of Consumer Research, the Journal ofMarketing, and Marketing Science. He is also co-author of the book, ADSTRAT:An Advertising Decision Support System.

Check out the incredible speaker line-up to see who will be joining Raymond R..

Download The Latest Agenda

PRE-CONFERENCE WORKSHOP DAY- Monday, May 23rd, 2016

Sunday, November 5th, 2017

11:45 Understanding, Measuring and Managing the Customer Experience

The ultimate goal of retailing is to bring together supply and demand. While progress has been made managing the supply side, the news is not as good on the demand side. Merchants continue to have difficulty creating shopping environments that engage consumers’ needs and convert these desires to purchases. Ever expanding floorplans, product duplication, a plethora of in-store messages, and the complexity of displays and promotions make it difficult for shoppers to find what they’re looking for, and limit the consideration of potentially relevant brands. By analyzing the store layout, the appearance of the shelf, how long customers spend in each category, and the specific patterns of SKU interaction, marketers can identify products that are underperforming and make changes to product organization, shelf placement and value communication to realize each category’s full sales potential.

Learn how to quantify the shoppability of product categories and brands through behavioral research on the shopper/shelf interaction.
Identify the specific brands, product features, and other visual cues that engage shoppers and help to convert consumer demand into purchase.
Discover how shelf placement, product adjacencies, and presentation can undermine shoppability, and learn ways to redesign the shelf to overcome these barriers to purchase.

About your workshop leaders:

Raymond R. Burke is the E.W. Kelley Professor at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory. He has also served on the faculties of the Harvard Business School and Wharton. Dr. Burke’s research focuses on understanding the influence of point-of-purchase factors on shopper behavior. His articles have appeared in several major journals, including the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science. Øyvind Christensen is the founder of Flow Insights, a shopper research company. He also founded Pointmedia, a digital signage company, where he researched the sales effects of different types of content at the point of sale. At Flow Insights, Christensen focuses on researching natural shopper behavior in brick and mortar retail stores using unobtrusive technology. He has worked with clients such as Mondelez, Coca Cola, Nestlé, Colgate, and several retailers within FMCG, DIY and pharmacy.