research topics on retail marketing

Retail Market Research: The Ultimate Guide (2024)

When it comes to retail market research, more data doesn’t mean better decisions.

In fact, excess data can muddle important signals and lead to poor investment decisions.

So to simplify the market research process and make it easy to identify only the important data you need, we'll walk you through a step-by-step guide to market research for retail.

You'll learn which key metrics you need to track, how to find those metrics, and tools you can use to extract the data.

What is Market Research for Retail?

Retail market research is the process of analyzing a retail product or market's potential for future investment opportunities. Market research in a retail setting often aids in launching a new product, expanding your existing products to a new demographic, or improving a company's marketing efforts.

From a tactical standpoint, market research typically involves assessing both quantitative metrics like consumer spend, foot traffic, keyword search volume, and competitor growth rates, as well as qualitative metrics like consumer pain points mentioned in reviews.

Why Is Market Research Important For Retailers?

Here are just a few reasons why market research is especially important for retail businesses.

Identify New Investment Opportunities

Most failed product launches are unsuccessful for one of the following reasons:

• There wasn't enough demand for the product
• The product wasn't profitable
• The competition was too stiff

The good news is that a solid market research process can help you identify all three of these fatal issues and reduce launch risk. In fact, the step-by-step process we'll detail below shows you exactly how to safeguard against these three common challenges.

Set Attainable Goals and Accurate Projections

Market research is a great way to help you set realistic goals and make more accurate projections.

Keep a Pulse on Competitor and Industry Trends

If you don't stay at the forefront of industry trends, your competitors will pounce on new opportunities and quickly take your market share.

So even if you aren't planning to launch a new product or expand to a new demographic, market research is critical to stay up to date with consumer trends and your competitor's movements.

For example, if your competitors are targeting a new demographic or marketing on a new platform, you can quickly jump on that opportunity to stay ahead of the game.

Improve Marketing Messaging and Customer Relationships

Market research also helps you stay up-to-date with consumer behavior so that you can shift your product, messaging, and customer service to better serve them.

For example, if you notice your target market discussing a particular pain point regarding a product category you offer, use that insight to inform your new marketing campaigns or even tweak your product.

Step-by-Step Market Research Process For Retailers

Now let's walk through exactly how to execute a market research process that will help you confidently make data-driven decisions.

Step 1: Identify Industry Trends

One of the hardest aspects of market research is uncovering up-and-coming industry trends that you're not aware of. 

If you can identify these trends in their infancy, you'll have the first-mover advantage, which will give you an edge over the competition.

So how can you identify key market trends before your competitors? 

While most people rely on their network, social media, and industry publications to identify trends, this manual research is time-consuming and the trends suggested aren't always supported by reliable data.

So to solve this problem and make it easy to identify trends based on solid data, we built Exploding Topics. The flagship product is the Trends Database, which offers nearly 1M total trends.

Each trend is a product, company, or industry keyword relevant to business topics. You'll also see a graph that represents its Google searches history over time (the default time frame shown is five years, though you can adjust this to as far back as 15 years or as recent as the past three months).

So to get started with the market research process, you can jump into the free Exploding Topics database and sort by your company's category (e.g., "pets," "fashion," "design," etc.).

You can also filter just by brands to zero-in on trending companies in that space.

If you're using Exploding Topics Pro , you can easily track any interesting topic by clicking "Track Topic" and creating a project for products, keywords, and companies.

So if you're in the pet space, you might have three Projects that look like this:

​​By using the Trends Database, you no longer have to spend hours scanning industry publications or scrolling through social media in hopes of finding an occasional promising new trend.

So how do I know that the topics in the Trends Database are reliable trends versus fads that will quickly disappear ?

First, Exploding Topics uses Google search volume to determine the status of each trend, as we've found it's the most reliable method to determine interest in a topic over time.

In addition, our trend discovery and vetting process involve s both AI and human analysts to ensure each trend in the database is signal – not noise .

Specifically, Exploding Topics uses AI to scrape websites like Reddit, YouTube, Twitter, and even podcasts. Then, a human analyst manually vets each trend to ensure it has business value before adding it to the database.

This strategy ensures every topic inside the Trends Database is a golden nugget – not noise.

While the Trends Database is excellent for uncovering new trends, we realize you might already have a topic in mind (for example, a product category you're looking to get into) and just want to check its trend status. To do that, you can use the Trend Search feature to generate a trend report for any topic on the fly.

Simply type in the keyword and it automatically creates a report with the keyword’s search volume history and related search terms:

Step 2: Gather Quantitative Data on Trends

Now that you’ve identified a handful of interesting trends, you can collect quantitative data to identify which markets or niches are most promising.

So let’s go through a few quantitative metrics you should find for each of the following categories we identified in the first step.

For Competing Companies:

• Hiring : If a company is actively hiring, there's a good chance that there's substantial demand for that company's products. To see if the company is hiring, you can do a quick Google Search for the brand name and "hiring" as that usually pulls up any listings from Indeed , ZipRecruiter , and other hiring platforms. Alternatively, you can look on the company's LinkedIn page and check the "Jobs" tab to see if there are any open positions.
• Funding : While investors aren't always right, they dedicate all their resources to tracking industry trends. So if you see that a particular company in the niche you're researching has raised a lot of money, that's definitely a good sign. You can use a tool like Crunchbase to identify funding data for most companies.
• Revenue : If the company you're tracking is publicly traded, you should be able to see its revenue. However, try to find the revenue trend , as that is often a better indicator of the market's future than the revenue number itself. To find revenue data, you can just do a Google search for the brand name and revenue, or you can use a tool like Owler to estimate the revenue.

Here’s a quick video of how I’d find the above information for “Hero Cosmetics.”

For Topics/Markets:

• Market spend : Many research companies provide free market reports on various industries with data like estimated market size, compounding annual growth rate (CAGR), and other critical retail market research statistics. A few of the most popular ones include Allied Market Research and Grand View Research , though the easiest ways to uncover these reports is usually a quick Google Search for the retail industry you're searching for and the keyword "market size."
• Related keyword data : While the initial topics you found in Exploding Topics can help you uncover new trends, you can uncover more opportunities by searching for related terms and similar products. For example, if you found that Hero Cosmetics is taking off, you can look at what their top organic keywords are in Ahrefs or Semrush . Alternatively, you can search a product keyword in Google, scroll down to the suggested search results, and then find a list of related keywords.
• Geographic market size : Given that most retail businesses have brick-and-mortar stores, you should also research the market size and consumer spending trends of the geographic region where you're considering opening a retail store. The Census Business Builder is excellent for finding regional consumer insights like detailed consumer spending breakdowns, income, and other helpful data.

To see how to uncover all of this information, here’s a quick screen recording of researching the anti-acne market research.

For Products:

• Profitability : Before launching a new product, it's critical to understand if it will be profitable to sell. To estimate profitability, you can use an ecommerce research tool like Jungle Scout to view an item's approximate wholesale and retail price. While your products might be slightly different, and you'll probably use different manufacturers, it's a great place to start with profitability estimations.
• Demand/sale history : Once you've estimated the profitability of a product, you can estimate the demand for it by looking at Amazon sales with a tool like Jungle Scout or track sales on other ecommerce sites with a tool like Grips .
• SEO difficulty : A company like Nike has significant domain authority in the shoe and athletic wear space, so it will immediately have an advantage in ranking for keywords in that space. However, it might be much more difficult to capture organic SEO traffic if you're a newer brand.
• PPC cost : Another method to estimate the difficulty of attracting traffic is to look up the cost per click for paid keywords. For example, if you want to sell work gloves, you'll see that the CPC for that is about $3.50, so that's useful information to determine whether or not you'll have the budget to be competitive for that product.

Here’s a quick video of how I’d find the above information for the product “Migraine Hat.”

Step 3: Execute Competitive Market Analysis

When you launch your product, don’t try to reinvent the wheel. Instead, look at the top players in the space and duplicate the aspects of their strategies that are working.

To get started, do a quick Google Search for the core product keyword and create a list of the top competitors. Ideally, find niche brands as it will be easier to copy their marketing strategy than a global conglomerate's marketing strategy.

For example, if you plan to sell dog leashes, write down niche companies like Wilderdog, Fable Pets, and Atlas Pet Company rather than billion-plus dollar retailers like Walmart or PetSmart.

Once you've created a list of these companies, you can use a tool like Similarweb to uncover the following metrics:

• Total traffic and traffic trends : Ideally, see how the traffic has increased or decreased over the past 12 months.
• Traffic region : This will tell you which demographics likely drive the majority of the company's revenue.
• Gender and age distribution : This will help you with marketing messaging and copywriting.
• Top marketing channels : Simiarweb also shows you what percentage of traffic comes from organic search, social media (you can also break this down by social media platform), email, and display advertising. This data makes it easy to identify which marketing channels you should analyze in more detail.

Here’s an example of how I uncovered the above information for Wilderdog:

To help you get started, you can use this free spreadsheet to fill out the metrics above.

Once you have general data on which marketing channels your competitors are using, do a thorough analysis of their strategy for each channel.

• Facebook Ads : You can use the Facebook Ads Library to dive into your competitors' ads and see which ones are running the longest, what aspects they've A/B tested, and more.
• SEO : You can use Ahrefs or SEMrush to identify the top-performing pages, keywords, and approximate difficulty to rank for the same keywords.
• Google Ads : You can use Ahrefs or SEMrush to identify the keywords your competitors are targeting, the exact ad copy they're using, and the approximate traffic to those landing pages.
• Email : Sign up for your competitor's email list and then note how often they send emails, the general messaging, and promotional offers.
• Organic Social : To determine what type of content resonates best with the target persona and which platforms are most effective, just search your competitors' brand name on all popular social media platforms. Then identify the platforms they are most active on and take notes of what kind of content performs the best.
• Influencer Marketing : There are two ways to track your competitors' influencer marketing campaigns. First, you can do a Google Search for the competitor's brand name and "reviews." This will show you approximately what influencer demographics they use to promote their products. Alternatively, you can use a tool like Hype Auditor to give you a more detailed breakdown of all the influencers your competitors are using and even ROI estimations.

Step 4: Qualitative Customer Research

Once you have advanced intel on your competitors and the market, collect qualitative data. This is key to identifying how you'll position your brand and build high-quality products to solve pain points associated with competitors' products.

So here are a few different ways to collect qualitative customer data.

Customer Surveys

If you already have an email list, you can simply survey your existing customers about the new product. Here are some great questions to ask in your survey:

• What other retailers do you shop at?
• What related products do you also purchase?
• What's your biggest pain point with (pain point your new product solves)?

Even if you don't yet have a store or product, start building an email list today. This list will allow you to build your product with your potential customers, and it will give you more momentum when the product is ready to launch.

To see an example of a pre-launch website, check out Dreema’s website from 2022.

However, if you're still not sure you want to launch a new product line or which audience you want to target, here are some other ways to find relevant survey respondents.

First, you can partner with influencers who already have your target audience and pay them to run a survey on your behalf. For example, you could use a platform like Upfluence and hire an influencer to run a survey for you.

Another option is to use a tool like SurveyMonkey or Pollfish which enables you to run surveys to a specific audience.

For example, you can target female consumers between the ages of 25 and 30 in the United States and these survey platforms will run a custom survey to that audience. Pollfish also allows you to include screening questions like, "Did you buy a supplement for your dog in the past 12 months?"

The average cost to run these surveys ranges, though you can typically get started for as low as $1 per response.

If you're running a survey for a retail product that you're about to launch, here are a few different questions you can ask:

• What brands do you currently use?
• What pain point prompted you to purchase this product?
• If you could change something about this product, what would you change?
• What were your top concerns when purchasing this product?
• How did you evaluate different products in this market?
• What made you choose this brand in particular?
• What do you love most about this product?
• What aspects of the purchase experience was excellent?
• What about the purchase experience could have been better?

This makes it easy to collect qualitative data for a reasonable price without owning an audience.

Customer Interviews

While customer surveys make obtaining a high volume of qualitative data easy, you might not uncover the golden nuggets of information that a one-on-one conversation can reveal.

If you already have a target audience, you can simply send an email to your list and offer an Amazon gift card for getting on a call with your team for ten minutes.

If you don't have access to the target audience yet, you can always join groups on social media for that target audience.

For example, if you're planning to launch a baby monitor product, you could join a Facebook group for Moms and ask any of them if they've purchased a baby monitor. For those who respond, you can ask if they'd consider getting on a call with you in exchange for a gift card.

Once you’re on the call, be sure to record it so that you can later analyze all of the recordings for trends.

Once you're on the call, record it so you can later analyze all of the recordings for trends.

You can use a tool like Discuss.io to record the call, as it compiles all of your call recordings and performs sentiment analysis to help you zero in on customer pain points. It also allows you to save key moments, and its theme finder automatically generates video clips based on pre-selected or new keyword tags.

Customer Reviews

Finally, an easy way to quickly gather qualitative customer data is to read reviews of competing products and identify what people liked and disliked about the product.

You can hire a VA to read through reviews and take notes for you, or you can use a tool like Bright Scraper's Amazon review scraper to find trends in reviews.

As you comb through reviews, look at not only what they liked and disliked about the product, but also details about the customer experience, what caused people to look for the product, and other more detailed aspects of the buyer's journey.

Amazon also shows you a list of other products each reviewer purchased, so use that information to identify parallel products and niches that the target audience uses.

Create a Focus Group

While researching competitive products is a great way to gauge how you can create a better product, the best way to see if your product is actually the best for that customer segment is to test it out.

However, launching a new product to your entire audience is risky as there will inevitably be some trial and error with the first version.

So to improve the quality of your product (before it launches) and generate high-quality customer feedback, create a focus group to test the product for you.

For example, when Nordstrom decided to focus on improving customer satisfaction, they launched Project 18 . This project was a focus group of their 800 most engaged customers in Los Angeles to provide feedback on a new shopping app and a new line of clothing they would launch in local department stores.

The focus group helped them identify key customer pain points and fix them before launching to their entire audience.

Step 5: Collect Pre-Sales

Now that you've thoroughly researched the target audience, the only way to tell if the product will actually perform well is to try to sell it.

So rather than developing a product and then hoping you can sell it, consider collecting pre-sales before creating the product.

Then, if you don't receive as many sales as you projected, you can cancel the launch and refund the customers (or only charge their cards when you ship the product). This way, you never waste time and resources manufacturing a product that nobody wants.

Endless Blading is an excellent example of how retailers can leverage pre-sales to validate products.

On the website, select products are available for pre-sales, and here's how they've laid out their pre-sale terms :

By collecting pre-sales, you significantly increase the likelihood that your product launch will be a success and add anticipation to the product's release.

Start The Market Research Process Today

There are plenty of different research methods to identify new products and markets, though it’s easy to get lost in a mountain of data and fail to identify key signals to guide your investment and marketing decision-making process.

To get started with the first step, identifying industry trends, you can browse the free Exploding Topics Trends Database , or sign up for Exploding Topics Pro to unlock premium trends, generate trend data for specific topics, create and save projects, and more .

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Retail Market Research: Benefits, Trends & 5 Real-Life Examples

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Figure 1. Popularity of retail market research on Google search engine in the US between 2016-2023

A recent McKinsey report highlights a dramatic shift in customer behavior, with 50% of customers changing their brand preferences in 2022, and 90% indicating they’ll continue to switch brands. 1 This trend points to a volatile retail market, where some brands may decline while others rise, underlining the importance for retailers to adapt and innovate to maintain customer loyalty. With evolving consumer preferences, conducting market research through customer surveys becomes increasingly critical.

This article highlights the importance of market research for retail business, methods, trends, and some real-life examples.

If you wish to use a market research tool, here is a guide comparing the top tools on the market .

Why is market research important for retail companies?

1- better understand your target market and customers.

Market research provides retailers with insights into customer behavior, enabling them to adapt their products, services, and marketing to align with market trends. This knowledge is essential for everything from product development to pricing and even store design, ensuring that retailers can create an experience that truly connects with their customers.

Real-life example

Source: Statista 2

Figure 2. Crocs YoY revenue growth between 2017-2022

Crocs has experienced a nearly 200% increase in sales since 2019, outperforming other brands that peaked during quarantine. 3 Emphasizing digital marketing, market research, and celebrity endorsements, Crocs continues to adapt to consumer preferences, moving towards a more fashion-forward market and maintaining relevance despite changing trends.

2- Increase product launch success

Introducing a new product to the market is a high-stakes endeavor, often accompanied by considerable financial risk. Conducting thorough market research is key to mitigating these risks. By delving into consumer desires, market trends, and unmet needs, retailers can gain valuable insights that guide product development.

A recent survey by the Toy Association found that more than 40% of adult parents are buying toys for themselves. 4 This trend, known as the “kidult” market, has seen growth, particularly during the pandemic. Retailers like Walmart are responding by marketing toys and games directly to adults, tapping into this nostalgic consumer segment.

3- Stay informed about and ahead of competitors & retail industry trends

Staying abreast of industry trends and understanding what rivals are doing is crucial in retail. Retailers must be aware of their competitors’ offerings and identify areas where they can differentiate themselves, be it in product characteristics, customer experience, or communication strategies.

Home Depot identified a trend towards convenient and seamless shopping experiences and responded by integrating advanced technologies. 5 They developed a versatile mobile app that facilitates price comparison and in-store pickups, augmented reality for visualizing products in a space, and location-based services within the app to enhance in-store navigation and offer real-time deals to customers.

4- Improve marketing messaging and customer relationships

Through market research, retailers can gain insights into consumer behaviors, preferences, and purchasing motivations. This information is invaluable for developing targeted marketing campaigns that resonate with consumers, enhancing the overall customer experience, and building lasting relationships. Understanding customer needs and preferences allows retailers to communicate more effectively, personalize their marketing efforts, and align their products and services with consumer expectations, thereby fostering customer loyalty and driving sales.

McDonald’s responded to customer feedback about the lack of healthy and organic options on its menu. 6 As a result, McDonald’s introduced healthier items like apple slices and launched an advertising campaign to highlight the real meat content in its chicken nuggets and patties, demonstrating its commitment to addressing customer concerns​.

5- Validate product idea(s)

Market research helps in understanding whether there is a real demand for the product and if it meets the needs and expectations of potential customers. By effectively analyzing market trends, consumer behaviors, and preferences, retailers can reduce the risk of introducing products that may not resonate with the market.

Quibi, a mobile-focused streaming service, shut down after just six months due to its failure to attract a significant audience, despite raising $1.8 billion and being positioned as the next big service company in modern entertainment. 7 The company’s leaders later acknowledged that the idea behind Quibi wasn’t strong enough to justify a stand-alone streaming service. This highlights how even well-funded ventures can falter without adequate market research to validate the product’s fit and demand in the market.

Primary vs. secondary research

In retail market research, primary and secondary research serve distinct yet complementary purposes. This distinction ensures a holistic approach to the market research process to understand both the micro (customer-specific) and macro (industry-wide) aspects of the retail market.

Primary research

Primary research is essential for obtaining fresh, direct feedback from customers. Through methods like surveys and interviews, retailers can gain valuable insights into consumer preferences, purchasing habits, and attitudes. This firsthand information is crucial for grasping customer behavior nuances and shaping product and marketing strategies accordingly.

Secondary research

Secondary research plays a key role in comprehensively understanding the retail sector. By analyzing existing data from sources like trade journals, government reports, and consumer studies, retailers can identify current trends, challenges, and potential opportunities for growth within the industry.

Market research methods for the retail industry

1- customer surveys.

These are questionnaires designed to collect feedback from customers about their experiences, preferences, and opinions. Surveys can be conducted online, in-store, or via email and are useful for collecting quantitative data. They help retailers understand customer satisfaction, product preferences, and areas for improvement.

2- Sentiment analysis

Sentiment analysis often uses natural language processing (NLP) and machine learning to categorize opinions as positive, negative, or neutral. This method is particularly useful in understanding how customers feel about a brand or product and can be instrumental in identifying areas for improvement, gauging customer satisfaction, and monitoring the impact of marketing campaigns or new product launches.

Check out our research on retail sentiment analysis for more information.

3- In-depth customer interviews

This method involves conducting one-on-one interviews to gain detailed insights into customer attitudes, experiences, and behaviors. These interviews can uncover deeper insights than surveys, as they allow for more nuanced discussions and exploration of topics.

4- Social media monitoring

By observing and analyzing conversations and trends on social media platforms, retailers can gauge public sentiment about their brand, competitors, and the industry at large. This method provides real-time feedback and insight into emerging trends and customer preferences.

5- Focus groups

Focus groups involve gathering a small, diverse group of people to discuss and provide feedback on products, services, or marketing campaigns. This method allows for interactive discussions and can provide rich qualitative data about consumer attitudes and behaviors.

6- Sales records

Reviewing and analyzing sales data helps retailers understand which products are selling well and which are not. This method provides concrete evidence of consumer purchasing patterns and preferences, helping retailers make informed decisions about inventory, pricing, and promotions.

Retail market trends

Retail market trends are currently shaped by several factors that companies should keep in mind when they conduct market research Here are a few:

Use of AI and technology

Artificial intelligence (AI) is revolutionizing inventory management , customer service (through chatbots ), and personalized shopping experiences (through NLP). Retailers are also experimenting with augmented reality (AR/VR) to enhance product visualization online.

Omnichannel retailing practices

The line between online and offline shopping is blurring in the digitalized age. For instance, 70% of millennials and Gen Z customers rely on social channels for shopping. 8 Besides, 500+ million people engage with Nike through the apps.g. 9 Retailers are integrating their online and physical stores to provide a cohesive customer experience. This trend includes features like buy-online-pick-up-in-store (BOPIS) and the use of digital tools in physical stores.

Sustainable products & ethical practices

Increasingly, consumers are gravitating towards brands that demonstrate environmental responsibility and ethical business practices. This shift is leading retailers to adopt more sustainable practices , from sourcing to packaging, and transparently communicate their efforts to consumers.

Personalized products & services

With access to more customer data, retailers are tailoring shopping experiences to individual preferences. This trend involves using data analytics to offer personalized product recommendations, targeted marketing, and customized shopping experiences.

If interested, here is our data-driven list of survey participant recruitment services and survey tools .

For those interested, here is also our data driven list of market research tools .

If you need guidance in vendor selection, feel free to reach us:

External Links

• 1. “ Retail reset: A new playbook for retail leaders “. McKinsey . July 10, 2023. Retrieved December 3, 2023.
• 2. “ Year-on-year revenue growth of Crocs worldwide from 2017 to 2022 “. Statista . February, 2023. Retrieved December 2,2023.
• 3. “ People Started Buying Crocs During the Pandemic. They Can’t Stop “. The New York Times . March 27, 2023. Retrieved December 2, 2023.
• 4. “ Halloween Is for Kids. ‘Kidults’ Too. “. The New York Times . Retrieved December 2, 2023.
• 5. “ The Meaning of Digital Transformation in the Retail Industry: Examples, Benefits & Trends “. ionic . Retrieved December 2, 2023.
• 6. “ 6 Famous Brands That Depend on Market Research “. DriveResearch . September 14, 2023. Retrieved December 2, 2023.
• 7. “ Testing Business Ideas With Market Validation “. Antler . April 18, 2023. Retrieved December 2, 2023.
• 8. “ Turning consumer and retail companies into software-driven innovators “. McKinsey . September 6, 2023. Retrieved December 3, 2023.
• 9. “ NIKE, INC. Reports Fiscal 2023 Fourth Quarter and Full Year Results “. NIKE . September 29, 2023. Retrieved December 3, 2023.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

AIMultiple.com Traffic Analytics, Ranking & Audience , Similarweb. Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics , Business Insider. Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are , Washington Post. Data management barriers to AI success , Deloitte. Empowering AI Leadership: AI C-Suite Toolkit , World Economic Forum. Science, Research and Innovation Performance of the EU , European Commission. Public-sector digitization: The trillion-dollar challenge , McKinsey & Company. Hypatos gets $11.8M for a deep learning approach to document processing , TechCrunch. We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million , Business Insider.

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How To Conduct Market Research for the Retail Industry

This blog explores how market research can benefit businesses in the retail industry - informing them of industry trends, consumer sentiments, and product preferences. 

Market research is crucial for any retail business. The retail industry’s main challenge is to find the right products and present them in a way that will encourage purchase, so listening to consumers is central to understanding what motivates their choice. From product to packaging , pricing to advertising, or store layout to web design, retail market research helps guide retail decisions that will appeal to consumers and maximize sales for businesses.

Table of Contents: 

Why is market research important for retail companies.

• How to perform market research for retail 

Market research methods for the retail industry

Grow your retail business through market research.

Retail is an ever-evolving industry. As retail stores compete for consumers’ dollars in an age of high inflation, stocking the right products at the right price creates a competitive advantage. To know which products and price points are right, businesses need to be aware of what their customers are looking for as well as what the competition is offering. Market research is the link connecting businesses to consumer insights - such as who a business’s target market is, where those people are shopping, the latest trends, consumer spending habits, what consumers want from the purchase experience, and so on. A clear knowledge of these issues will feed into a strong marketing strategy for retail companies. Contrarily, a brand that opts not to keep up with its consumers will quickly lose its market position.

Below are just a few reasons why market research is so imperative for retail companies:

Back to Table of Contents

Clarifies the target audience

Brands can’t be everything to everyone, so making sure you are resonating with your specific target audience is crucial. Retail market research will allow you to continually keep an eye on which demographic groups and customer segments react most positively towards your products. Though many types of research can achieve this, a brand tracker is a great tool for retail companies. This tracker can be run at different intervals (quarterly, yearly, etc.) and can let you know which brands from your portfolio (or competitors’) consumers are most often purchasing, why they choose those products, the associations they have with each brand, and which audience segments respond most favorably to your offering. As trends evolve, a brand tracker allows you to monitor that evolution over time.

Improves customer experience 

The most direct way to learn how consumers experience your brand and your store experience is to ask them directly. Whether you have brick-and-mortar stores or e-commerce sites, studies can easily be crafted to find out exactly how consumers rate their experience with each. Brands might ask: Are there pain points in the layout of the store or website?; Do people find it difficult to find sales associates or online customer support?; Are customers walking out of the store or dropping off a website at certain points because they can’t find what they are looking for? Learnings from these types of studies go a long way toward improving the overall customer experience.

Helps launch new products 

The budget required to launch a new project can be substantial, so how can you be sure that the product will succeed? Consumer feedback will provide the confidence you need to launch something new to your brand portfolio. Tracking methodologies help keep an eye on trends and needs, but developed product concepts can also be presented to consumers for feedback. Methods like MaxDiff can be beneficial to see what colors, styles, looks, etc., are most/least favorable to an audience. Meanwhile, using a TURF method will allow you to create a product range that will reach the highest possible number of people in your target audience; this helps determine if your product ideas have the potential to earn a place in your consumers’ shopping cart.

Market research can also help create benchmarks against which to compare new product concepts. Testing new products or product ideas against previous ones (in a benchmarked study that can be continually referenced over time) reveals what level of success you can predict for a new launch, based on historical results.

No matter which method you use, market research can help improve your market share and make sure you are maximizing the number of your products in your customers’ baskets at checkout. Back to Table of Contents

How to perform market research for retail

How you go about organizing market research for your retail business depends on what aspect or area you are keen on understanding more closely. This is covered in more detail in the research methods section below. However, there are three broad areas for research that will provide fundamental knowledge of the marketplace within which you operate. Collecting market research data in these key areas will give a good sense of the landscape in which you can design, develop and promote your offer.

1. Gather information about your industry

First and foremost, understanding what characterizes your industry, and particularly the area of retail in which your company works, is essential information for creating a relevant offer. You’ll need to know whether your sphere of retail is in growth or decline, the challenges it faces, and the opportunities to leverage. Secondary research - such as trade journals, government data, or other publicly available consumer research studies - can be useful here.

2. Understand your customers

In the end, whether your business succeeds or fails will come down to your customers and their response to your products. If you don’t please them, you’ll lose them. Know what makes consumers happy: why they buy from a retailer like you; what sort of in-store experience they are looking for; when and why they use online retail stores; which retail and product features make the difference between purchase and rejection; and how to keep their attention in the long term.

Primary research is key here as it involves gathering up-to-date insights from your specific target audience. This is where online survey platforms come into play for quick, reliable, advanced insights into your consumers and their needs.

3. Analyze the competition

Before focusing on what makes you unique as a retailer, you need to know what you’re up against. What do your competitors offer that you don’t? What do they do well? Where could you create an edge against them? It might be product based, it might have to do with the user experience, or it could come down to messaging. Whatever it is, you’ll need to keep an eye on the competition to stay competitive in your field.

There are many research methodologies and types of studies to choose from when it comes to doing market research for the retail sector. Given the many options and the unique benefits of each, you might even want to select a combination of methodologies to cover all the research questions that you need to ask.

Surveys can be conducted in person either while shopping in-store or as a customer is leaving a store. These are called intercept surveys, as they stop the respondent at the time of browsing, purchase, or post-purchase to understand what drove their decision-making on that occasion. You may have seen these types of surveys at store exits or public restrooms asking how your experience was - choosing from a scale of buttons (Great to Poor). An online version of this type of survey can be conducted too - usually a pop-up set of questions that asks a website visitor about their experience on the site.

More commonly, surveys are conducted outside of the shopping experience - sent to respondents via email, text, or on social media. These online surveys include more detailed usage and attitude metrics such as customer satisfaction, loyalty, and net promoter score (NPS - how likely consumers are to recommend your business). When running online quantitative surveys, be sure to interview enough respondents for the results to be highly reliable so that business decisions can be backed up with numerical data. And to track your retail metrics over an extended period of time, consider a brand health tracking approach: 

Focus groups

Focus groups bring a qualitative approach to research. Together, a group of consumers join to discuss topics that will answer the research objectives, such as likes and dislikes with regard to specific retailers, which aspects are most important to them when they are shopping, and specific factors related to retail (e.g. pricing, the feel of a store or website, the importance of delivery options, the product range, etc.). In a focus group, a group moderator makes sure that all topics are covered during the discussion and that each respondent gets a fair say. The main advantage of focus groups is that the most pertinent issues relating to the subject arise naturally in conversation so that the researcher can identify which factors a retailer should focus on when improving the customer experience. On the downside, the results are indicative in nature rather than quantifiable.

In-depth interviews

In-depth interviews focus on just one respondent, which is useful for a deeper understanding of the issues that occur spontaneously to consumers, and great for understanding an individual’s purchase journey. As with focus groups, respondents are asked to give their thoughts on various retail issues, and questions are open-ended, giving respondents the freedom to raise all opinions they would like to without being restricted by yes/no scales or rating-type questions. In-depth interviews can be conducted in person or online, and an ethnographical dimension can be included for greater authenticity. For example, the interview can happen while the respondent is in a store or browsing a website, or respondents can use products in their own home to demonstrate the kind of thing they like or dislike.

Social media monitoring

Customer opinion is everywhere these days, and smart companies will opt to make the most of it. It’s worth having a colleague within the business dedicated to reading online reviews and monitoring chats to see what consumers are talking about, which trends are hot, and what they dislike when it comes to retail.

No retail business can succeed without keeping a finger on the pulse of consumer opinion. Whether you work for a department store or a small business, understanding consumer needs is key to delivering an offer that consumers seek.

quantilope’s platform captures a real-time pulse on your customers to establish what’s motivating their purchases. All research is conducted online on quantilope’s end-to-end platform. Surveys are quick and easy to create, with useful survey templates to make sure your survey covers all issues related to your topic and methodology. Surveys are then automatically sent out to respondents using the field management tab where you can see responses in real-time, and you can begin to craft charts in the analyze tab which automatically update with new data as it’s available. These charts come together into a beautifully designed dashboard that provides a focal point for all your research and is shareable with a single link so that all stakeholders can be involved in the research findings.

In addition to the ease and speed of one end-to-end platform, quantilope offers a suite of thirteen advanced AI-driven methodologies to help uncover insights in your area of retail. Among these thirteen methods are Key Driver Analysis (establishing the main drivers of purchase or brand appeal), MaxDiff (pinning down which features of a brand or offer are most/least important), Price Sensitivity Meter (to determine optimal price points) and A/B Testing (to find out which form or content of communication, such as elements of a marketing campaign, is most effective).

For retail brands seeking qualitative research, quantilope’s video research solution, inColor, provides a way to capture video responses from consumers, bringing their insights to life in their own words. inColor responses are also automatically analyzed for a variety of different sentiments: emotions, keywords, and sentiments, through the use of AI.

To find out more about how quantilope can give your retail business the boost it needs with high-quality, engaging, and actionable online market research, get in touch below:

Get in touch to learn more about market research for retail!

Related posts, master the art of tracking with quantilope's certification course, van westendorp price sensitivity meter questions, quantilope & organic valley: understanding consumer values behind behaviors, quantilope & wire webinar: solving the research dilemma with ai.

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How to Conduct Retail Market Research Like a Pro

That is because, in today’s age of mass information circulating at speed, we exist in a market jungle, as market trends oscillate and customer expectations sway, while your competitors are becoming more adaptable.

To stay ahead and survive this market jungle, you need to get acclimated to performing the correct form of market research.

Let’s learn how to conduct market research for the retail sector.

The Makeup of Market Research

Market research , as we’ve covered aplenty, is a wide umbrella term that pertains to studying several facets of a particular market to gauge the profitability and success of your product or service.

This includes gathering information on the following:

• Trends in the sector, vertical and niche
• Your target market
• Segmentation within your target market
• Your competitors (tactics, launches, performance, etc.)
• The sector at large

It is made up of two sets of research: primary and secondary. The former deals with gathering research that you, as a business, conduct yourself. The latter involves consulting with information that has already been researched and is publicly available (not always for free).

Primary research requires using the following methods to collect information:

• Surveys on your target market and closely situated markets
• Interviews (in-person or over the phone)
• Consumer reviews
• Focus groups
• Sales records
• Employee feedback

Secondary research has a more encompassing set of documents and sources:

• Trends sites ( Google Trends , Google Alerts )
• Keyword searching and SEO platforms
• Research agencies
• Statistics sites
• Market research sites
• Competitor sites
• Case studies

Techniques Particular to Retail Research

The above provides fundamental information about performing market research — in a general, all-purpose sense.

Since you would need to turn to both primary and secondary data throughout the market research process, you should be able to detect and distinguish these resource types, whenever you come upon them.

Above all, you need to know which exact platforms, websites and tools to use for collating information on the sector of retail. In market research, you move from the general to the specific fairly quickly, and you’ll need information specific to your vertical.

This is especially important if you serve a niche market.

Primary research techniques speak for themselves, as you would need to gather original insights and data from those mentioned above. Secondary sources particular to the retail sector, on the other hand, need to be laid out.

Secondary Research Sources for Retail

Here are a few secondary sources for market research on the retail vertical. Note that many of these platforms aren’t free, but their intel is indispensable.

• For understanding the retail industry: MarketResearch.com , specifically the Retailing Market Research Reports & Industry Analysis page, which links to a wide variety of internal research reports. These reports cover the many sub-sectors of the sweeping retail vertical, such as the clothing market, department stores and other related topics such as market analytics.
• For understanding customer personas: MakeMyPersona You should constantly be up to date on your buyer personas. This free tool from HubSpot generates personas; all you have to do is answer some questions about your ideal customers. The tool then creates a detailed document on your target market.
• For economic data in the retail sector: Business Dynamics Statistics (BDS) A division of the US Census Bureau, this program provides economic data on employment, job expansions/ contractions, number of establishments, number of startups and more. This platform supplies annual measures on different business subsectors.
• For competitor analysis: County Business Patterns (CBP) Another division of the US Census Bureau, this program presents subnational economic data based on various retail industries. This includes the number of establishments, employment, annual payroll and more to analyze economic changes over time.
• For understanding your customer base: Facebook Audience Insights If your business has a Facebook business page, this tool will provide demographic information, along with some behavioral insights into your followers. It shows you their age, location, income, employment type, spending behaviors and even lifestyle (Facebook’s category).
• For multipurpose research: Think with Google An all-in-one market research platform providing guides, data reports, infographics and content to reap insights on the retail industry and your target market. You can use specific tools to grow your store, find your audience and stay up to date with the latest research within your particular retail subsector.
• For keyword research, SEO and competitor analysis: SEMrush This platform offers over 30 tools to analyze 3.7 billion keywords and 4 trillion backlinks. It allows retailers to find new organic competitors, as well as those in Google AdWords and Bing ads, to analyze their competitors’ budgets, strategies, ad copy, display ads and keywords.

Wrapping Things Up

Retail is one of the most expansive verticals, as it can include virtually any business that sells products to consumers. It requires both primary and secondary research methods for a thorough analysis and interpretation.

Secondary research for the retail sector involves a distinct set of secondary sources for quality research campaigns. A successful research endeavor will allow you to provide meaningful products and experiences for your customers, communicate with them more productively and improve your standing within your submarket.

Although the above examples of secondary research are invaluable, there are many other online tools for your disposal. Social media, for example, is excellent for market research, as it can connect you with your customers to get their perspectives firsthand, along with their data. 

Frequently asked questions

What is retail market research.

Retail market research is the process of gathering information about target customers and markets to determine or improve upon the success of a retail venture.

What types of primary research are useful in retail market research?

The most relevant types of primary research for the retail sector are surveys, consumer reviews, focus groups, feedback from employees, and sales reports.

How is secondary research performed?

Secondary research is performed by gathering and reviewing previously published information in order to gain insights to support a market research project.

How are buyer personas used in retail market research?

Buyer personas are a good way to define and understand the various customer segments that are likely to purchase from your retail store.

What information can Facebook Audience Insights provide about your retail business?

A shop’s Facebook business page can provide a wealth of information about its followers, including age, location, employment, income, spending behaviors, and lifestyle preferences.

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

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Mapping research in marketing: trends, influential papers and agenda for future research

Spanish Journal of Marketing - ESIC

ISSN : 2444-9695

Article publication date: 5 December 2023

Issue publication date: 7 March 2024

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

Design/methodology/approach

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

Research limitations/implications

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Practical implications

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

Originality/value

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

• Bibliometric analysis
• Citation analysis
• Research publications
• Science mapping
• Análisis bibliométrico
• Análisis de citas
• Publicaciones de investigación
• Mapeo científico
• 市场营销; 文献计量分析; 引文分析; 研究出版物; 科学绘图。

Ramos, R. , Rita, P. and Vong, C. (2024), "Mapping research in marketing: trends, influential papers and agenda for future research", Spanish Journal of Marketing - ESIC , Vol. 28 No. 2, pp. 187-206. https://doi.org/10.1108/SJME-10-2022-0221

Emerald Publishing Limited

Copyright © 2023, Ricardo Ramos, Paulo Rita and Celeste Vong.

Published in Spanish Journal of Marketing - ESIC. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

Marketing is vital to all businesses’ survival, long-term growth, development and success ( Czinkota et al. , 2021 ). Generally, the domain of marketing encompasses (1) the identification of marketing opportunities, (2) the creation of competitive advantages, (3) the effective utilization of resources, (4) the communication and delivery of products or services to customers, (5) the creation of value to customers and (6) the satisfaction of customers’ needs profitably ( Simkin, 2000 ).

The evaluation of academic marketing literature has progressively become relevant in recent years ( Das et al. , 2022 ; Hair and Sarstedt, 2021 ). The increasing number of academic publications in marketing varies in different contributions, which made it difficult for scholars to track new trends and find influential manuscripts to advance the body of knowledge. The primary objective of a research publication is to be known and influence others’ work. Nevertheless, the created knowledge is fragmented, and the emergence of new marketing topics is continuously changing the research map of marketing. Moreover, marketing is an applied discipline in that marketing research not only aims to generate scientific knowledge but also to provide insights and knowledge that can be practically used to inform marketing decisions ( Jedidi et al. , 2021 ). In addition, technological advancement has rapidly affected marketing practices and management ( Amado et al. , 2018 ). To address this challenge, this paper aims to map the conceptual structure and the evolution of knowledge to uncover the existing topics, trending areas of interest and future directions.

Despite considerable research efforts in the marketing field, little has been done to review prior research works systematically. Moreover, recent review articles have mainly focused on specific marketing domains or are limited to particular contexts, such as customer experience ( Chauhan et al. , 2022 ), marketing communication ( Domenico et al. , 2021 ), customer engagement ( Chen et al. , 2021 ), consumer behavior ( Oliveira et al. , 2022 ), advertising ( Jebarajakirthy et al. , 2021 ) and product or brand positioning ( Saqib, 2021 ), while context-specific reviews include marketing in emerging markets ( Paul et al. , 2016 ), sustainable marketing ( Lunde, 2018 ), business-to-business marketing ( Pandey et al. , 2020 ), luxury brand marketing ( Arrigo, 2018 ) and tourism marketing ( Han and Bai, 2022 ). The lack of a holistic review of marketing research created a gap in the existing research. Therefore, it is necessary to provide a big picture of the most recent marketing literature. The most recent review work in the same vein was conducted by Morgan et al. (2019) , who evaluated 257 marketing strategy articles published in the six most influential marketing journals during 1999–2017. Nevertheless, given its focus on marketing strategy and limited research sources, it does not provide a comprehensive framework that covers all aspects of the marketing field. To complement the work by Morgan et al. (2019) , this paper conducts a review with a more recent timeframe that focuses on recent trends, patterns and development in the field. The inclusiveness of journals will also enable identifying areas of interest beyond marketing strategy.

What is the knowledge structure of the state-of-the-art most influential academic research in marketing?

What are the current research trends?

What are possible pathways for future research in marketing?

The present work will facilitate the understanding and advancement of theories and knowledge in the field. Also, this paper provides valuable insights into the field’s most relevant and pressing issues and informs where future research efforts should be focused. This will, in turn, improve the practical relevance and usefulness of future research and ensure that research efforts are targeted toward topics that will yield impactful results. Moreover, it offers up-to-date information for marketing researchers.

2. Methodology

This study focuses on characterizing the most influential academic marketing articles published between 2018 and 2022 and discussing the marketing state of the art.

2.1 Search strategy

A search string was applied in the Scopus database to find the most relevant articles for this research ( Ramos et al. , 2019 ). The Scopus database was chosen for the literature review as it is generally considered one of the largest repositories with the most relevant indexed publications and one of the most universally acknowledged bibliographic databases ( Kumar et al. , 2020 ). It is recognized as the most well-organized and of the highest credibility and quality standards, with the most significant global impact and more comprehensive cover ( Muñoz-Leiva et al. , 2015 ; Rojas-Lamorena et al. , 2022 ) and is consistent with previous bibliometric reviews applied in the marketing research setting ( Kumar et al. , 2021 ; Paul and Bhukya, 2021 ). In addition, it follows Donthu et al. (2021) ’s recommendation to select only one database to minimize human errors during analysis. All marketing journals (212) indexed in Scopus were included in the current study. The journal selection takes a rather inclusive approach instead of the sole inclusion of marketing-specific journals, as marketing is a diverse and evolving field not strictly tied to a single-subject field ( Baumgartner and Pieters, 2003 ) but often intersects with other disciplines. For instance, given the rapid advancement of technology and its influence on marketing practices, topics such as information systems or big data are growing in importance and relevance to the marketing literature ( Amado et al. , 2018 ). Accordingly, journals such as the International Journal of Information Management have also contributed significantly to marketing recently ( Veloutsou and Ruiz Mafe, 2020 ). The search was conducted on June 9, 2023.

2.2 Selection process and final data set

The search was conducted in the Scopus database and limited to 2018 to 2022 to obtain state-of-the-art articles. Five years is a reasonable timeframe to capture a discipline’s essence and to conduct a bibliometric analysis ( Borgohain et al. , 2022 ). The collection of articles over five years reflects varied, robust, broad, inclusive and unrelated marketing research interests in the marketing field ( Bettenhausen, 1991 ). The focus on the most recent works permits uncovering the most recent trends without the influence of older topics. Only articles were selected as they represent the most advanced and up-to-date knowledge and are recognized for their academic value ( Rojas-Lamorena et al. , 2022 ). In total, 44,767 articles were collected. To select the most recent influential marketing articles, the top 100 most cited articles were selected. The citation metric acknowledges the impact of the articles ( Donthu et al. , 2021 ) and reflects the impact of scholarly work in subsequent research ( Purkayastha et al. , 2019 ).

In addition, it is recognized as one of the most relevant metrics of academic research ( Dowling, 2014 ). Although assessing the influence of an article based on citation analysis represents a significant limitation because articles may be cited for multiple reasons, citation analysis is considered an objective approach that exhibits less systematic biases for research impact evaluation ( Baumgartner and Pieters, 2003 ). Previous works have used citation metrics for bibliometric analysis. For instance, Law et al. (2009) analyzed the most influential articles published in Tourism journals using citation counts, whereas Brito et al. (2018) identified the areas of interest in football research and listed the articles based on citation frequency. From each article, the following variables were retrieved: authors’ names and keywords, document title, year, source title and citation count. The information was extracted in CSV file format.

2.3 Final data set

The final data set includes 100 articles from 28 journals. The authors’ names were reviewed for normalization purposes as they have different nomenclatures in different articles (e.g. Dwivedi YK vs Dwivedi Y) so that the software understands them as the same.

2.4 Data analysis

The CSV file with the final data set was input for the bibliometric analysis. Data were analyzed using the mapping analysis R-tool bibliometrix ( Aria and Cuccurullo, 2017 ). This package allows different types of analysis, offering an overview of the research field. A bibliometric analysis permits to analyzing the bibliographic material quantitatively, providing an objective and reliable analysis ( Broadus, 1987 ; Sepulcri et al. , 2020 ) and summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ). The authors’ names and keywords, year of publication, source title and the number of citations were collected from each article. A performance analysis was performed to acknowledge the field’s citation structure, most relevant sources, authors and articles. Then, science mapping analysis through a co-occurrence analysis was performed. The co-occurrence analysis aims to overcome the descriptive nature of the bibliometric analysis, uncovering gaps and research trends ( Palmatier et al. , 2018 ; Quezado et al. , 2022 ). The gaps and research trends led to a future research agenda.

3. Results and discussion

3.1 total citations by year.

As indicated in Table 1 , the 100 articles were cited 41,888 times, an average of 418.88 citations per article. The most contributing years were 2019 and 2020, with 33 published articles yearly. The year with the highest number of citations was 2019, with 14,621 citations, corresponding to 34.90% of the total citations. This record is strongly linked to the work of Snyder (2019) , with 1,872 citations that characterized different types of literature reviews and suggested guidelines on conducting and evaluating business research literature reviews. Due to the increasing number of publications, it is challenging to keep current with state-of-the-art research ( Briner and Denyer, 2012 ). Reviewing the existing research is fundamental for understanding marketing research inconsistencies, gathering and synthesizing previous research and serving as guidance for researchers and practitioners. In addition, literature reviews contribute to identifying potential gaps, suggesting novel research lines and allowing a balanced growth of a research field ( Hulland and Houston, 2020 ).

The year with the highest mean total citations per article and year was 2021 (527.5 and 175.83, respectively). This result is highly associated with Donthu et al. (2021) ’s work, with 1,221 citations, that explained how to develop a bibliometric analysis.

The main difference between a literature review and bibliometric analysis is the focus and the methodological approach. A literature review aims to critically analyze and synthesize existing knowledge under a research topic ( Snyder, 2019 ). In turn, a bibliometric analysis is a specific approach within the field of scientometrics that uses quantitative and statistical methods to analyze the scientific production and articles’ characteristics published in a specific research domain ( Aria and Cuccurullo, 2017 ).

3.2 Most influential articles

Seminal articles in marketing assume an essential role in its development ( Berry and Parasuraman, 1993 ). The number of citations was used to define and measure the impact of the most influential articles. The most cited document (total citation = 1,872) was Snyder’s (2019) work on conducting an overview and suggesting guidelines for conducting a literature review ( Table 2 ). The normalized citation compares an article’s performance to the data set’s average performance ( Bornmann and Marx, 2015 ; Rita and Ramos, 2022 ). Snyder (2019) ’s work has the highest normalized citation index (4.13), revealing its outstanding performance compared with the remaining articles from the data set.

Among the top 10 most cited articles, three are related to PLS-SEM. The partial least squares – structural equation modeling (PLS-SEM) is relevant for marketing as it allows to examine of complex relationships between latent variables and manifest variables, permitting a flexible and less restrictive analysis in terms of statistical assumptions than other modeling techniques, such as confirmatory factor analysis and principal component analysis ( Hair et al. , 2020 ). By using PLS-SEM, marketing researchers can explore complex relationships among variables, test research hypotheses, identify the relative importance of different influencers and assess the validity and reliability of the measured variables ( Sarstedt et al. , 2019 ). It is frequently used in research involving the modeling of theoretical constructs, such as customer satisfaction ( Ramos et al. , 2022 ), brand image ( Kunkel et al. , 2020 ) or perceived quality ( Ariffin et al. , 2021 ) research.

Surprisingly, there are no articles from 2018 in the top 10 most cited articles. However, there are two articles published in 2021. One of the papers published in 2021 is the work of Verhoef et al. (2021) , which explores digital transformation and innovation in business models and suggests a research agenda for future studies. Digital transformation and innovation are highly relevant for marketing as it provokes consumer behavior change ( Lemos et al. , 2022 ). In addition, it allows companies to adapt to consumer behavior changes, seize the opportunities for segmentation and personalization, improve communication and engagement and increase operational efficiency ( Muneeb et al. , 2023 ; Zhang et al. , 2022 ).

3.3 Source impact

Table 3 depicts the top 10 most impactful sources of the 100 most influential marketing articles. The intellectual convergence is exhibited based on common sources and referencing patterns ( Donthu et al. , 2021 ), and identifying journals may facilitate future literature search and scientific dissemination.

Among the 28 journals, the International Journal of Information Management (IJIM) contributed the most papers (26 papers), followed by the Journal of Business Research (JBR) (22 papers) and the Journal of Retailing and Consumer Services (JRCS) (6 papers). These journals are all First Quartile journals based on SCImago Journal Rank (SJR) indicator, with an impact factor of 4.906, 2.895 and 2.543, respectively. The IJIM focuses on contemporary issues in information management ( Elsevier, 2023a ). Information management field of research plays a fundamental role in marketing, providing data and insights that guide marketing strategies, improve segmentation and customization, leverage automation marketing, data-driven decision-making and the performance evaluation of marketing initiatives ( Dwivedi et al. , 2020 ). The JBR aims to publish recent business research dealing with the spectrum of actual business practical settings among different business activities ( Elsevier, 2023b ), while the JRCS focuses on consumer behavior and policy and managerial decisions ( Elsevier, 2023c ). The findings indicate the contribution and importance of IJIM to the marketing field, recognizing the relevance of information management. Surprisingly, leading marketing journals listed in the Financial Times 50 ( Ormans, 2016 ), such as the Journal of Consumer Research , Journal of the Academy of Marketing Science and Journal of Marketing , only produced a small number of relevant articles in our data set. This result suggests that their papers may not be as impactful or influential as those published in other outlets. Nevertheless, the quality of the articles published in these outlets reflects the most original and well-executed research, as they have high submission rates. However, their rate of acceptance is very low.

Among the top 10 most productive journals, JBR is the one with the highest number of citations. This result confirms Table 2 ’s results as it lists six articles that were published in this journal ( Donthu et al. , 2021 ; Hair et al. , 2020 ; Sheth, 2020 ; Sigala, 2020 ; Snyder, 2019 ; Verhoef et al. , 2021 ).

3.4 Contributing authors

Key authors are essential to the field’s structure and growth ( Berry and Parasuraman, 1993 ) and positively influence the most impactful articles ( Rojas-Lamorena et al. , 2022 ). Thus, it is imperative to identify them and acknowledge their impact. Between 2018 and 2022, 100 documents were written by 312 different authors.

Table 4 characterizes the top 10 most productive authors among the most influential marketing research articles over the past five years. The authors’ indices were calculated, including h -index, g -index and m -index. The Hirsh index ( h -index) is the proposal to quantify productivity and the journal’s impact considering the number of papers and citations per publication ( Hirsch, 2005 ). The g -index aims to measure the performance of the journals ( Egghe, 2006 ), considering the citation evolution of the most cited papers over time. Furthermore, the m -index, also called the m -quotient, considers the h -index and the time since the first publication ( n ); hence, m -index = h -index/ n ( Halbach, 2011 ).

Professor Dwivedi YK is the most prolific, with seven published articles indicating more than one paper yearly. Although he is placed second as the most cited author (3,361), he has the highest h - (7), g - (7) and m -index (1.17). Professor Dwivedi’s research focuses on digital innovation and technology consumer adoption and the use of information systems and information technology for operation management and supply chain, focusing on emergent markets. Digital innovation and understanding technology consumer adoption allow companies to engage with consumers efficiently and personally ( Alalwan et al. , 2023 ). In addition, information systems and information technology applied in operation management and supply chain permit a higher efficiency and visibility in commercial activities, aiding companies to optimize processes, reduce costs and improve customer care ( Tasnim et al. , 2023 ). Professor Dwivedi is a Professor at the School of Management, Swansea University, UK ( Swansea, 2023 ). The second most productive author is Hair JF, and Hughes DL, with five articles each. Professor Hair JF is the most cited author in the list of the most productive authors. This record is highly associated with the work “Assessing measurement model quality in PLS-SEM using confirmatory composite analysis” ( Hair et al. , 2020 ), with 1,103 citations. Multiple papers gather authors from the list. For instance, the article “Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy” ( Dwivedi et al. , 2021 ) was co-authored by Professors Dwivedi YK and Hughes DL. This paper has 637 citations and addresses the transformative power that artificial intelligence (AI) may have for the automation and replacement of human tasks, highlighting opportunities, challenges and impacts. AI plays a fundamental role in marketing, permitting advanced personalization, task automation, advanced data analysis, campaign optimization and improved customer experience, leading to personalized experiences and better marketing results ( Duan et al. , 2019 ; Dwivedi et al. , 2021 ).

Fractionalized frequency displays the multiauthored articles. This analysis is relevant to understand how researchers interact with each other ( Rojas-Lamorena et al. , 2022 ). A credit is attributed to each author, depending on the number of co-authors. If a paper has two authors, each receives a half-point. If a paper has three authors, each receives a third of a point, and so on ( Cuccurullo et al. , 2016 ). Professor Hughes DL has the lowest score (0.57) on the five most productive authors list, suggesting a strong relationship with colleagues through co-authorship based on shared interests.

3.5 Co-occurrence analysis

Figure 1 presents the authors’ keywords co-occurrence analysis and reflects the relationship between the keywords and the data set ( Wang et al. , 2012 ). Co-occurrence analysis aims to establish relationships and map the conceptual structure of the most influential marketing academic articles and reveal current research trends ( Eduardsen and Marinova, 2020 ). The thicker the lies among each cluster, the stronger the connection between the keywords. The size of each edge indicates the occurrence frequency. Thematic map displays the top 50 keywords and a minimum of 5 clusters. The thematic map shows six clusters, of which two are with the largest nodes, including AI (brown) and Covid-19 (blue). However, clusters with smaller nodes are bibliometric analysis (red), social media (purple), blockchain (green) and customer engagement (orange).

The brown cluster suggests a topic under AI technology. The cluster’s keywords highlight an interconnection and application of AI, machine learning and cognitive computing in the marketing research field. Deep learning, natural language processing and machine learning make part of a broader spectrum of AI ( Verma et al. , 2021 ). Cognitive computing refers to the capacity of computer systems to mimic human capacity to process information, learn and make decisions ( Duan et al. , 2019 ). These technologies handle big data efficiently, predict consumer behavior and support decision-making in actionable insights, transforming marketing strategies ( Blanco-Moreno et al. , 2023 ; Dwivedi et al. , 2021 ).

The blue cluster reflects the pandemic that affected the globe between 2020 and 2023 ( United Nations, 2023 ). This cluster reveals a close relationship between the Covid-19 pandemic and consumer behavior ( Sheth, 2020 ). The interest in understanding the attitudes and consumers’ decision-making is highly relevant for future pandemics ( Pereira et al. , 2023 ). In addition, the pandemic brought social and industry challenges that deserve academic attention ( Dwivedi et al. , 2020 ; Muneeb et al. , 2023 ). This cluster also addresses overconsumption driven by impulsive behavior promoted by the pandemic ( Islam et al. , 2021 ; Marikyan et al. , 2023 ). This cluster suggests insights on how companies can adequately develop marketing strategies to face the pandemic challenges and effectively respond to health crises.

The red cluster reveals a direct connection between bibliometric analysis and scientific assessment. The bibliometric analysis is applied to reveal research patterns and knowledge structure and access the scientific production impact ( Ramos and Rita, 2023 ). The use of bibliographic coupling, co-occurrence analysis and the Scopus database supplies the data set for the identification of relationships and patterns within the literature ( Donthu et al. , 2021 ), summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ).

The purple cluster highlights the terms social media and marketing. The keyword social media highlights the role of platforms, such as Instagram or TikTok, for advertising ( Alalwan, 2018 ), understanding the role of influencers ( Lou and Yuan, 2019 ), and for co-creation in brand communities ( Kamboj et al. , 2018 ), influencer marketing. Social media platforms are fundamental for any communication strategy as they connect with the audience, create engagement and awareness and promote products and services ( Lou and Yuan, 2019 ). The strategic use of social media in marketing is fundamental for companies to establish an effective presence and build long-lasting relationships.

The orange cluster suggests a relationship between live streaming and customer engagement ( Wongkitrungrueng and Assarut, 2020 ). This interconnection suggests that live streaming can be an effective channel for developing social commerce, influencing purchase intentions ( Sun et al. , 2019 ). Real-time and direct interaction with customers promote greater involvement and improve customer experience.

The green cluster suggests a focus on applying blockchain technology in information systems. Blockchain is a decentralized and immutable technology for transaction registers studied in the supply chain context ( Min, 2019 ). It has a significant potential to transform data management ( Lemos et al. , 2022 ).

4. Conclusions and future research agenda

This study represents a map of the conceptual structure and evolution of the state-of-the-art scientific literature published in marketing journals to identify the areas of interest and potential future research directions. This review aimed to (1) acknowledge the structure of the state-of-the-art most influential academic marketing research, (2) identify current research trends and (3) suggest future research prospects.

4.1 RQ1: knowledge structure

Regarding RQ1, the most cited article among the top 100 between 2018 and 2022 was the work of Snyder (2019) , with 1,872 citations, followed by the work of Donthu et al. (2021) , with 1,221. The years 2019 and 2020 were those that most contributed to the top 100 most cited, with 33 articles each. Accordingly, these years had the most citations, 14,621 and 13,692, respectively. The IJIM was the source with the highest number of articles published from our data set ( n = 26). However, the JBR, with 22 published articles, was the journal with the highest citations ( n = 12,265). Every journal from the top 10 prolific sources is ranked in Scopus (SJR) as Q1. Professor Dwivedi YK was the most prolific author, with seven articles published, followed by Professors Hair JF and Hughes DL, with five articles each. Although placed second on the most productive authors list, the most cited author was Professor Hair JF, with 3,615 articles.

4.2 RQ2: current research trends

As for RQ2, this bibliometric analysis allowed us to identify current research trends through the co-occurrence analysis. Since a comprehensive future research agenda stimulates researchers to continue their research efforts ( Hulland and Houston, 2020 ), we suggest marketing future research questions to gain a deeper knowledge of current research trends ( Table 5 ).

Although AI has existed for over six decades ( Duan et al. , 2019 ), the development of supercomputers that analyze big data led to the exponential use of this technology. Its application in marketing varies and includes trend and prediction analysis, chatbots and marketing automation. However, particularly for data analysis, multiple research questions are yet to be answered ( Dwivedi et al. , 2021 ). Grounded on the AI (brown) cluster, it would be interesting to uncover different uses of AI to improve big data analysis.

The Covid-19 pandemic disrupted global habits ( Sheth, 2020 ). New habits emerged, changing the industry landscape in multiple dimensions, such as consumer, leisure and work behavior. Although multiple studies were published regarding the topic, much is yet to be uncovered. The effects of this pandemic are yet to be fully acknowledged, demanding future studies to comprehend the permanent changes in society ( Islam et al. , 2021 ). In addition, uncovering the best-implemented industry marketing strategies can be helpful, as it is inevitable that new pandemics occur in the future ( Pereira et al. , 2023 ).

Bibliometric analyses map and summarize existent research, extending the global understanding of a research topic and increasing the quality and success of scholarly work ( Donthu et al. , 2021 ). However, the analysis is mainly descriptive ( Ramos and Rita, 2023 ). Combining bibliometric analysis with other methods may enhance the results, leading to an advancement in using such an approach.

Social media is broadly used for marketing-related activities. Through social media platforms, it is possible to build brand image, generate leads for the company’s website, analyze and monitor data, or be an influencer marketer ( Alalwan, 2018 ; Lou and Yuan, 2019 ). Nevertheless, the implementation of gamification techniques ( Bhutani and Behl, 2023 ; Wanick and Stallwood, 2023 ), privacy concerns ( Saura et al. , 2023 ) and collective decision-making ( Dambanemuya et al. , 2023 ) are issues that deserve the attention of researchers.

Livestreaming captured the attention of digital retailing marketers in recent years and significantly changed social interaction. However, different types of live streaming exist, such as webinars, game streaming, corporate streaming, vlogs or personalized content, and can be used in different industries ( Zhang et al. , 2023 ). Investigating the influence of live streaming on consumer engagement may enhance understanding of its relevance for the industry and improve marketing effectiveness ( Wongkitrungrueng and Assarut, 2020 ).

Blockchain technology allows tracing and enhances transaction transparency, creating authenticity certificates to prevent fraud or loyalty programs to build customers’ loyalty and trust ( Lemos et al. , 2022 ). Despite several studies being conducted to understand the impact of this technology on marketing ( Marthews and Tucker, 2023 ; Tan and Salo, 2023 ), there is much to be learned and questions unanswered.

4.3 RQ3: future research agenda

Based on the comprehensive bibliometric analysis findings, potential directions for future research are presented ( Table 6 ). Topics surrounding data-driven marketing are particularly relevant ( Zhang et al. , 2022 ) due to the data abundance and technological advances, and they have the potential to be further developed. For instance, issues arising from adopting AI to uncover hidden patterns in big data or integrating data from different sectors or industries to understand consumer behavior are yet to be understood. In addition, environmental sustainability is highly relevant due to the increasing customers’ awareness of the topic and its influence on developing marketing strategies ( Jung et al. , 2020 ). However, multiple questions are yet to be answered. In particular, the influence of gamification techniques to promote positive, environmentally sustainable consumer behavior and how emerging technologies influence the customers’ perception of sustainable products. Mass personalization allows consumers to customize product features ( Qin and Lu, 2021 ). This topic is highly relevant to the industry and underexplored in marketing. For instance, how can mass personalization be efficiently implemented in highly productive industries? Or how can emerging technologies improve mass personalization programs? Finally, the wearable technologies market is exponentially growing and is increasingly essential to consumer behavior ( Ferreira et al. , 2021 ).

5. Conclusions and limitations

Through the bibliometric analysis of the 100 most influential marketing papers published between 2018 and 2022, this review presents potential directions for knowledge advancement and comprehensive information to facilitate future literature search ( Boell and Cecez-Kecmanovic, 2014 ) by identifying the current research focus, conceptual structure and trends in the marketing field. In addition, this review contributes to practice by identifying the most influential articles for the marketing scientific community interested in gaining scientific insights. Meanwhile, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

This work has limitations that need to be stated. First, data were limited to Scopus database and restrained to indexed marketing journals. However, it is essential to note that all scientific databases have limitations. Second, to select the most influential marketing documents, the only criterion was on a commonly used metric – the number of citations. Although citation metrics are commonly used, they may incorrectly demonstrate the quality of the work. There are multiple reasons for a work to be cited ( Vogel and Güttel, 2012 ), such as a journal’s prestige or factors related to the methods ( Hota et al. , 2020 ). The Mathew effect phenomenon also exists in science ( García-Lillo et al. , 2017 ). Third, articles take time to be cited. This means that the most recent articles from our data set may have fewer citations, but it does not mean that their quality is poorer. Fourth, to select the most influential marketing articles, every journal under the subject area “Business, Management and Accounting” and category “Marketing” were selected. However, there are journals listed in other subject areas and categories. Nevertheless, the data set may still provide significant insight into the marketing field.

Thematic map based on the authors’ keywords co-occurrence

Top 100 most cited articles structure

Source impact

Co-occurrence topics and future research avenues

IoT = Internet of things

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Acknowledgements

Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.

Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.

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Research Issues in Retail Marketing Decisions

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Research in retail marketing management should be directed towards investigating all aspects of business operations. Because of the nature of the development of retail marketing in recent years, (the emphasis on the retailer as a brand) we are focussing upon this aspect in the discussion which follows.

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Notes and References

Tony Twyman, ‘Monitoring Advertising Performance, A canter round the field’, ADMAP , March 1986.

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G. J. Hooley, R. West and J. Lynch, ‘Marketing in the UK: A Survey of Current Practice and Performance’, Institute of Marketing, 1984.

SIMS: A Store Image Monitoring System, International Journal of Advertising 3 (2), 1984.

D. R. Arnold, L. M. Capella and C. D. Smith, Strategic Retail Management , Addison-Wesley, 1983.

D. Knee and D. W. Walters, Strategy in Retailing: Theory and Application , Philip Allan, 1985.

S. J. Q. Robinson, R. E. Hichens and D. P. Wade, ‘The Directional Policy Matrix Tool for Strategic Planning’, Long Range Planning III, June 1978.

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

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Retail & eCommerce Industry

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While these resources are generally the most relevant, there may be other resources available. If you are looking for something in particular or cannot find a lot of information about a niche segment, please Ask Us .

These databases contain market & industry reports. They provide overviews of the industry as well as the intended market or end consumer.

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• Market Size & Market Share Data
• Market & Industry Reports @ Stanford

The following databases contain demographic profiles such as age, gender, income etc., and also offer data on consumer behavioral characteristics towards purchasing (e.g. brand preference, expenditure habits, popularity trends, etc.). By using the suggested resources, you can identify your target markets and create socio-demographic profiles of your target consumers.

• Consumer Attitudes, Perceptions, & Behaviors
• Consumer Demographics

In addition to industry and market reports, there are many other ways to analyze an industry, gain insights, and find relevant statistics and data.

Statistics Databases

These databases contain industry statistical data in tables or charts. They're a good place to start as they collect information from many sources.

• RKMA Market Research Handbook Series This link opens in a new window Use these market research handbooks for quick facts and to find more sources. Covers U.S. industries like restaurants, healthcare, sports, and travel. For : Current Stanford faculty, staff, and students. Temporarily unavailable. For updates, please check System Status -->

U.S. Government Statistical Resources

• U.S. Census Bureau | Monthly Retail Trade Data Monthly sales data by industry, including an experimental quarterly e-commerce report.
• U.S. Bureau of Labor Statistics. Retail Trade. Current and historical statistics on workforce in retail trade as a whole and in its 12 individual subsectors, e.g. gasoline stations, Food and Beverage Stores, etc.

Industry Associations 

Industry associations often have great information. Look for sections on their websites like "Resources", "Publications", or "Data," but note some resources may be restricted to members.

• American Apparel and Footwear Association Industry research available to non-members, includes latest hot-topic reports, industry norms and guidellines. From the top menu on right, select Solutions > Tools & Research .
• International Council of Shopping Centers (ICSC) The content of interest available to non-members is Industry Benchmark Report, which is a latest month statistics on the state of marketplace industry. Form the top menu, go to News & Views > Industry Insights .
• Find Industry Associations
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• Retailers Ranking

These resources focus on a specific industry which includes a retail component, or analyse the retail industry for specific markets.

• WWD.com (Women's Wear Daily) This link opens in a new window Online site that provides information and news about the fashion industry. Subscription covers recent 12 months only. Includes access to the Digital Daily newsletter . For : Current Stanford faculty, staff, and students. Access : 3 simultaneous users. Temporarily unavailable. For updates, please check System Status -->
• Sourcing Journal This link opens in a new window Global apparel and textile industry news and analysis. For : Current Stanford faculty, staff, and students. Remote access temporarily unavailable. For updates, please check System Status -->
• EMIS Intelligence This link opens in a new window If you can't connect and see "Inquire about additional products", use an incognito/private browser. -->Global and emerging market information and market reports for countries or regions worldwide. For : Current Stanford faculty, staff, and students. Remote access temporarily unavailable. For updates, please check System Status -->

These databases focus on the technological aspects of the retail business, such as creating digital infrastructure, using AI, automating store activities both in-store and online, business analytics, and more.

For research on retail industry, from the top tabs select Solutions > Industry Insights > IDC Retail Insights .

• Top 100 Retailers Annual list of top 100 retailers by sales from the National Retail Association.
• Hot 25 Retailers Annual list of the 25 fastest growing retail companies from the National Retail Federaion.
• DSN: Direct Selling News The notable feature is Digital Momentum Index that represents a quarterly ranking of top direct selling companies based on their social media and online presence. Find it under the Research tab.
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Top Marketing Research Topics: Strategies for Competitive Advantage

Explore the dynamic landscape of Marketing Research and discover key strategies for gaining a competitive advantage in this insightful blog. From consumer behaviour analysis to emerging trends, delve into the latest methodologies and innovative approaches that can elevate your marketing efforts. This blog unlocks the secrets to staying ahead in the ever-evolving business world through practical Marketing Research Topics.

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Marketing Research is essential for any business that wants to understand its customers, competitors, and market trends. Marketing Research Topics are the specific questions that guide the collection and analysis of data to provide insights and recommendations for various marketing decisions.   

These topics cover a wide range of areas, such as product development, pricing, promotion, distribution, customer satisfaction, loyalty, segmentation, branding, and more. In this blog, we will discuss some of the top Marketing Research Topics that can help marketers achieve their goals and gain an edge over their competitors.   

Table of Contents 

1) Best Marketing Research Topics list 

     a) Digital Marketing Topics 

     b) Content Marketing Topics 

     c) Strategic Marketing Problems 

     d) Social Media Marketing Research Topics 

     e) Exceptional Marketing Research Topics 

     f) Unique Marketing Research Topics 

    g) Premium Marketing Research Topics 

    h) Interesting Marketing Research Ideas.  

    i) Current Marketing Research Topics 

    j) Impressive Marketing Research Topics 

2) Conclusion 

Best Marketing Research Topics list 

Here, we explore various Marketing Research Topics to uncover insights and strategies for informed decision-making and business success.  

1) Digital Marketing Research Topics 

Listed below are some of the best Digital Marketing Research topics: 

a) Digital Marketing's influence on brand recognition  

b) Social Media's function in Digital Marketing  

c) Efficiency of digital advertising  

d) Mobile technology's influence on Digital Marketing  

e) Search engine optimisation's role in Digital Marketing  

f) Utilisation of Big Data in Digital Marketing  

g) Digital Marketing's impact on customer engagement  

h) Content Marketing's position in Digital Marketing  

i) Effectiveness of strategies in Digital Marketing  

j)  Digital Marketing's impact on shopping behaviour  

k)  Artificial intelligence's role in Digital Marketing  

l)  Video usage in Digital Marketing  

m) Digital Marketing's impact on Sales  

n) Influencer Marketing's role in Digital Marketing  

o) Email Marketing's effectiveness  

p) Digital Marketing's impact on customer loyalty  

q) Social Media analytics in Digital Marketing  

r) Integration of Voice Search in Digital Marketing  

s) Digital Marketing's Effect on Return on Investment (ROI)  

t) Automation's Role in Digital Marketing  

2) Content Marketing Research Topics 

Listed below are the top Content Marketing topics: 

a) Building brand identity through Content Marketing  

b) The social media landscape in Content Marketing strategies  

c) Evaluating the impact of content advertising effectiveness  

d) Mobile technology's influence on Content Marketing strategies  

e) Search engine optimisation's significance in Content Marketing  

f) Harnessing Big Data for informed Content Marketing decisions  

g) Customer engagement strategies in Content Marketing  

h) The crucial role of Content Marketing in digital strategies  

i) Assessing the effectiveness of Content Marketing strategies  

j) Content Marketing's influence on consumer shopping patterns  

k)  Artificial intelligence: A catalyst in Content Marketing innovation  

l) Video content strategies for effective Content Marketing  

m) Driving sales through strategic Content Marketing  

n) Influencer collaboration's impact on Content Marketing success  

o) Email marketing: A pillar of effective content distribution  

p) Fostering customer loyalty through tailored content experiences  

q) Social media analytics for informed Content Marketing insights  

r) Integrating voice search into Content Marketing strategies  

s) Measuring Content Marketing ROI: A comprehensive analysis  

t) The role of automation in optimising Content Marketing effort 

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3) Strategic Marketing Research Topics  

Here’s a list of Strategic Marketing Research Topics: 

a) Strategic Marketing Research's influence on brand positioning  

b)  The role of market segmentation in Strategic Marketing Research  

c) Evaluating the effectiveness of competitive analysis in Strategic Marketing  

d) Technological innovations and their impact on strategic Marketing Research  

e) Consumer behaviour studies: Informing strategic marketing decision-making  

f) Strategic Marketing Research in the era of Big Data analytics  

g) Customer journey mapping: A strategic approach in Marketing Research  

h) The positioning of brand equity in Strategic Marketing Research  

i)  Assessing the effectiveness of pricing strategies in Strategic Marketing  

j)  The impact of environmental scanning on strategic Marketing Research  

k) Artificial Intelligence's integration in strategic Marketing Research  

l) Utilising surveys and feedback loops in strategic Marketing Research  

m) Strategic Marketing Research's influence on market penetration  

n) Stakeholder analysis: A key component of strategic Marketing Research  

o) Email surveys and their role in strategic Marketing Research  

p) Building customer retention strategies through strategic Marketing  

q) Social Media monitoring in strategic Marketing Research  

r) The integration of Voice of the Customer (VOC) in Strategic Marketing  

s) Assessing ROI in strategic Marketing Research initiatives  

t) The role of automation in enhancing Strategic Marketing Research. 

4) Social Media Marketing Research Topics 

Here’s a list of Social Media Marketing Research Topics: 

a) Exploring Social Media's impact on brand recognition  

b) The role and function of Social Media in Digital Marketing  

c) Measuring the effectiveness of Social Media advertising  

d) Influence of mobile technology on Social Media Marketing  

e) Optimising Social Media presence through SEO strategies  

f) Leveraging Big Data for insights into Social Media Marketing  

g)  Enhancing customer engagement through Social Media Marketing  

h) Positioning Content Marketing within Social Media strategies  

i) Evaluating the effectiveness of Social Media Marketing strategies  

j) Understanding Social Media's influence on consumer shopping behaviour  

k) The integration of Artificial Intelligence in Social Media Marketing  

l) Utilising video content for effective Social Media Marketing  

m) Analysing the impact of Social Media Marketing on sales  

n) Role and impact of Influencer Marketing in Social Media  

o) Effectiveness of Email Marketing in Social Media context  

p) Fostering customer loyalty through Social Media Marketing  

q) Utilising Social Media analytics for strategic insights  

r) Integrating voice search in Social Media Marketing strategies  

s) Measuring Social Media Marketing's Return on Investment (ROI)  

t) The role of automation in Social Media Marketing 

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5) Exceptional Marketing Research Topics 

Given below are Research Topics for Exceptional Marketing: 

a) Offshore marketing and evaluating optimal distribution strategies for new companies 

b)  Marketing distribution channels and potential mistakes to avoid 

c) Examination of online shopping in China, discussing its influence and opportunities 

d) Explanation of the concept of Artificial Intelligence in marketing 

e) Discussion of the components of a competitive marketing strategy 

f) Impact assessment of augmented reality on the marketing experience 

g) Pricing and positioning strategies for marketing effectiveness 

h) Description of the role of Social Media in lead generation 

i) Development and execution of investment banking in developing markets 

j) Impact analysis of European financial supervision on cross-border financial investment 

k) Consumer purchase decision and the influence of e-marketing 

l) Customer buying behaviour and the role of sensory marketing 

m) Gender influence on business startups 

n) Analysis of the significance of leadership and culture in organisational change 

o) Case study of Nike, evaluating the role of CSR 

p) Analysis of the use of Omni-channel tracking in marketing 

q) Comparison of Augmented Reality (AR) and Immerse Technologies in Marketing 

r) Comparison of the use of User-Generated Content and Content Mapping in Marketing 

s) Application of Progressive Web Apps (PWAs) in marketing 

t) Pros and cons of using Predictive Analytics and Browser Push Notifications in marketing 

6) Unique Marketing Research Topics 

Here’s a list of unique Marketing Research Topics: 

a) Analysing the impact of cultural shifts on consumer behaviour  

b) Unveiling the power of neuro-marketing in understanding consumer choices  

c) The role of augmented reality in enhancing market research  

d) Green marketing: sustainability as a critical factor in consumer preferences  

e) Cross-cultural marketing: navigating diverse global markets  

f) The influence of gamification on market research strategies  

g)  Ethical considerations in contemporary market research practices  

h)  Examining the role of blockchain in revolutionising marketing data security  

i) VOC analysis: Strategies for effective implementation  

j) The impact of virtual events on market research dynamics  

k) Harnessing the potential of chatbots in gathering customer insights  

l) Understanding the psychology of brand loyalty in changing market landscapes  

m) Market research in the age of privacy concerns: navigating regulatory challenges  

n) Evaluating the effectiveness of experiential Marketing Research  

o) Innovations in mobile market research: adapting to the smartphone era  

p) The intersection of market research and artificial intelligence  

q) Measuring emotional engagement in Marketing Research  

r) The role of predictive analytics in anticipating market trends 

7) Premium Marketing Research Topics 

Here, we discuss the premium Marketing Research Topics in the contemporary world: 

a) Crafting an exclusive brand experience: Beyond digital channels 

b) Strategic utilisation of luxury influencers in marketing 

c) Innovative approaches to premium Content Marketing 

d) Augmented reality in premium branding strategies 

e) Customised user journeys: Personalisation in Premium Marketing 

f) Blockchain technology in ensuring brand authenticity for premium products 

g) Neuro-Marketing: Understanding the premium consumer's mind 

h) Exclusive partnerships and collaborations in premium branding 

i) Data privacy and security concerns in premium customer relationships 

j) Sustainability as a premium brand value: Strategies and challenges 

k) The role of experiential marketing in premium product launches 

l) Psychological pricing strategies for premium goods 

m) Virtual reality experiences for premium brand engagement 

n) Ultra-personalisation: Tailoring premium services to individual needs 

o) Emerging trends in premium customer retention strategies 

p) Cultivating a sense of exclusivity: Membership programs in premium marketing 

q) The impact of limited-edition releases on premium brand image 

r) Luxury branding in the digital age: balancing tradition and innovation 

s) Premium market positioning: Differentiating in a crowded landscape 

t) Strategies for niche market penetration in premium sectors 

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8) Interesting Marketing Research Ideas 

Discussed below are a few interesting Marketing Research ideas: 

a) Utilising pillar content for sales growth: An exploration of effective strategies 

b) Examining the roles of Mobile Marketing in driving business success 

c) The intersection of internet security and its implications for online marketing 

d) Determining the optimal social media platform for marketing baby products 

e) The role of social media in business survival and growth 

f) The importance of competitor analysis in shaping brand marketing strategies 

g) Political campaigns as a factor in brand marketing dynamics 

h) Assessing the viability of centralised marketing for international brands 

i)  Exploring brand salience and its impact on in-store branding 

j) Social class distinctions and their influence on company service perception 

k) Exploring commonly used methods for predicting consumer behaviour 

l) Investigating the influence of advertising during economic recession periods 

m)  Strategies employed in the marketing landscape of the fashion industry 

n) In-depth exploration of targeted marketing using paid search engine ads 

o) Assessing the impact of television advertisements on consumer moods 

9) Relevant Marketing Research Topics 

Here’s a list of relevant Marketing Research Topics: 

a) Impact of Covid-19 on the marketing initiatives of the organisation 

b) Effect of the Covid-19 emergence on business communities 

c) Influence of the Covid-19 emergence on marketing operations 

d) Examination of the impact of brand promotion and celebrity usage on ROI 

e) Analysis of how lockdown situations impact an organisation's PR activities 

f) Significance of the marketing mix on organisational performance 

g) Discussion on the importance of STP analysis for any business entity 

h) Analysis of the impact of Covid-19 and subsequent lockdown on the hospitality sector 

i) Effects of Covid-19 and subsequent lockdown on the aviation industry 

j) Importance of an environmental audit for formulating effective marketing strategies 

k) Impact of Covid-19 and the subsequent lockdown on the service sector 

l) Exploration of the impact of Covid-19 and the subsequent lockdown on the sports industry 

m) "Just Do It" - one of the most successful environmentally conscious advertising taglines 

n) Examination of the successful marketing strategies of Apple, Southwest Airlines, and Budweiser 

o) Importance of personalisation in marketing 

10) Impressive Marketing Research Topics 

Listed below are some of the impressive Marketing Research Topics: 

a) Impact of consumers' implicit and explicit knowledge on their purchasing behaviour 

b) Implementation of centralised global marketing 

c) Integration of IoT, wearables, or smart devices for automated customer service 

d) Definition and application of e-CRM in marketing 

e) Interconnection between brand awareness and repeat purchases 

f) Establishing a company's brand image through Guest Blogging 

g) Strategies for managing marketing and company reputation effectively 

h) Examination of Corporate Social Responsibility as a marketing tactic 

i) Optimal social media approaches to enhance customer engagement 

j) Analysis of social media marketing's influence on customer behaviour 

k) Relationship dynamics between influencer marketing and lifestyle branding 

l)  Technologies pivotal in improving customers' online decision-making processes 

m) Exploring efficient marketing strategies to mend a damaged reputation 

n) Human Resource Management and the motivational factors crucial for future leaders 

o) Influence and importance of performance management in large and diverse organisations 

Conclusion 

Marketing Research Topics vary from how Digital Marketing influences what we buy to whether traditional methods still work. You can also explore Social Media's role, how online ads perform, and the impact of loyalty programs. Other areas include product placement, celebrity endorsements, and how pricing affects what consumers choose. Regardless of the topic, thorough and organised research is crucial for accurate and reliable findings. 

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Social Media and Online Shopping — Today's Landscape

7 social media online shopping trends, tips for making the most of your social media.

Salespeople. Marketers. Brands. They’re all jumping aboard the social selling bandwagon for good reason. Global social commerce sales could reach an astounding $2.9 trillion by 2026 .

I know it’s a staggering number, but forecasts aren’t always enough to convince the gatekeepers of our selling and marketing budgets, are they?

So, let’s look at some facts and numbers straight from the horse’s mouth (buyers and brands):

• Salespeople reveal, “Our highest quality leads come from social media , so we’ll prioritize this channel.”
• Consumers say, “ 36% of us use social media to find new products, plus 28% of us Gen Z and Millennials purchased directly from social media apps within the past three months.”
• 80% of social media marketers agree that “consumers are buying our products directly from social apps more than they purchase from our brand websites or third-party resellers.”
• 87% percent of brands confirmed that “social selling has been effective for their business.”
• Instagram says that “ 71% of Gen Z are likely to buy directly from [Instagram] compared to 68% for YouTube and TikTok.”

And if that’s not enough to convince you, check out this chart illustrating how well sales improved year over year for brands using social selling.

In a nutshell, social media commerce is on the rise, widely accepted by young consumers, and drives sales for brands.

What’s the secret behind the success and rapid growth of social media selling? Well, there isn’t one. Like any other marketing channel, you must monitor competitors and test different strategies.

But to give you a leg up, I gathered the top trends I’m seeing based on responses from experts and my own research.

1. Seamless In-App Shopping Experiences

As I noted above, consumers are buying from brands directly on social media platforms, so it makes sense to build a seamless in-app shopping experience for your customers.

No one wants to jump through hoops to make a purchase they thought would take only a few seconds.

But since you don’t have control over the development of these apps, or how well they’ll work for your customers, be sure to choose platforms already two steps ahead.

For example, I see social networks like Facebook, Instagram, and TikTok enhancing in-app shopping. Facebook has a marketplace and shops you can use to build your digital storefront.

(In our recent study, we found this feature to be highly important to 36% of marketers.)

Instagram also has shopping features that could be used by over 46 million American social buyers in 2024. Both Facebook and Instagram allow users to checkout directly on the platform.

TikTok Shop is also available, but has been slow to gain traction in the U.S. In the summer of 2023, it generated $3 million to $4 million daily.

If you decide to use the platform, know that users can shop from multiple brands at once and add products to a single shopping cart.

But don’t rely on platforms to deliver seamless social media shopping experiences. I recommend taking it further by creating shoppable social posts. You can also use Likeshop.me to tie your shop to your social posts.

World Market wins with shoppable Instagram posts.

Like all the decor you see in a photo-rific post on Instagram? You can buy everything in one sitting. Below is an example of a highly shoppable post from World Market created using Likeshop.me.

Image Source

This shopping feature turns your Instagram posts and TikToks into mini-shops where you can tag and add products for shoppers to explore (and more importantly, purchase).

Gift Delivery also saw great success using shoppable videos.

“ By integrating direct purchase links into our video content, we've made it seamless for customers to buy products as soon as they see them featured,” shares Billy Parker , Gift Delivery’s managing director.

Parker continues that preliminary campaigns with this feature yielded “a 20% uptick in sales attributed to shoppable video content alone.”

Parker also notes that “the success of these campaigns lies in their ability to not only showcase products in action but also in the convenience they offer, significantly shortening the customer journey from discovery to purchase.”

Are you wondering which platforms you should focus on?

The top social networks offering the highest ROI (according to 1,000+ social media marketers) include:

• Instagram (33%).
• Facebook (25%).
• YouTube (18%).
• TikTok (12%).
• X/Twitter (6%).

2. Short-Form Product Videos to Drive Engagement and Sales

Product demos, teasers, and similar videos are a money-maker on social media for 66% of video marketers . The beauty of this trend is that it’s short and sweet, and allows you to toot your own horn.

According to 36% of video marketers, three minutes or less is all you need. Done right, 40% of video marketers state that videos help customers understand your product better.

But how do you create engaging videos that feature your product without it coming off as an ad?

One option is to get an influencer involved. Tying social proof into the video makes it less sales-y — even more so if you partner with a small, trusted content creator (more on that later).

Examples of short video content you can create include:

• Behind the scenes (BTS). Show you’re human and relatable.
• Product teasers. Showcase a new feature or product.
• How-tos. Share a quick tip to improve a process using your product.
• User-generated content (UGC). Demonstrate how others are using your product.
• Highlight reels & montage. Show the multiple benefits of your product in action.
• Customer reviews. Leverage customer success stories as social proof.
• FAQs. Answer questions about your product.
• Influencer collabs. Partner with an influencer to feature your product in their content naturally.

You get the idea. So what does short video content look like in the real world? Let’s take a look.

Irresistible Me lets its hair down on TikTok.

Irresistible Me is a beauty company specializing in hair extensions and wigs.

“TikTok is where we let our hair down — literally! It’s all about fun, quick, engaging content,” says Irresistible Me’s Marketer Kate Ross. “We jump on trends, create challenges, and use TikTok shopping features to link back to our products. It’s like the energetic party everyone wants to be at.”

Here’s an example of a TikTok using user-generated content, or should I say influencer-generated content, with Audrey Boos .

@irresistibleme_hair The curls are unreal😱@audrey🛸 #fyp #foryou #foryoupage #curlyhair #curlyextensions #irresistiblemehairextensions #viral #extensions #trendy ♬ original sound - Stan :)

The video did well, with over 2K likes, 700+ bookmarks, and nearly 100 comments.

“TikTok has been huge for us. We’ve been getting creative, jumping into challenges, and teaming up with influencers who just get what we’re all about,” continues Ross. “It’s all about fun videos that show off what you can do with our products. This approach has brought a bunch of new faces to our site and helped us stand out in a pretty crowded market.”

3. More Team-Ups With Nano- and Micro-Influencers to Build Trust

I’m seeing fewer big influencers and more micro-influencers in my feeds lately. And I kinda like it. Okay, I really like it. Like most, I enjoy seeing real and relatable content creators.

It appears more brands are taking this approach, too, which is better for their bottom line — it reduces the marketing spend and potentially boosts their revenue.

Roughly 67% of influencer marketers work with micro-influencers and 24% team up with nano-influencers. The top social platforms they plan to do most of their partnerships on are:

• Instagram (27%).
• Facebook (19%).
• TikTok (15%).

So far, 47% of marketers report successful micro-influencer partnerships. This is not surprising when 21% of social media users between 18 and 54 buy products based on influencer recommendations.

So how can brands put this to use?

Glossier uses UGC to show how everyday women use its products.

Glossier , a renowned makeup company, regularly partners with nano- and micro-influencers. The following IG reel shows Sky Mejias applying its lip products. It’s a mix of a tutorial and social proof to get followers to give the items a try.

          View this post on Instagram                       A post shared by Glossier (@glossier)

The video generated 320K views and nearly 7K likes, so we know it got good reach. This influencer is considered a nano-influencer since she has just over 3,500 followers.

It’s also promising that 1 in 3 Gen Zers bought from an influencer-founded brand in the past year. This proves how much our younger generation of buyers trusts influencers.

“Micro-influencers have been our secret weapon. We've seen incredible engagement from collaborations that feel genuine and personal,” shares Ross. “One campaign that stands out involved partnering with a micro-influencer who shared her journey from short to long hair using our extensions. Her story resonated with many, leading to a spike in visits and sales.”

Ross shares that they also leveraged AI: “What's cool is how we can test using AI to match our products with the right influencers, ensuring their audience aligns with our target customers.”

4. Social Media Becomes a Top Search Channel

Gen Z and millennials continue to break the mold, this time with how they find brands and products. The old way: Google, Bing, and Yahoo. The new way? TikTok and Instagram.

Our State of Social Media Marketing 2024 report shows that 36% of Gen Z and 22% of millennials search social media more than they do search engines.

To conform to this new trend, brands must treat social media posts like they would SEO content.

“I can confidently say hashtags and reels are among our top performing Instagram strategies,” shares Michael Nemeroff , co-founder of Rush Order Tees . “We use targeted keywords as hashtags for our posts. However, we specifically prioritize keywords that still have less than 100k uses as hashtags to increase our chances of reaching more narrow, niche audiences.”

The Ordinary and its partner influencers use keyword-focused hashtags.

The best way to demonstrate the keyword-focused trend is to do it. So, I typed #acneskincare into Instagram and found the following reel by Joy Mercy Michael .

          View this post on Instagram                       A post shared by Joy Mercy Michael | Mrs.Bivin (@lovedbymercybivin)

What makes this post work? It’s 100% user-generated content. It’s unsponsored and naturally refers her viewers to The Ordinary’s product (among a few others in the description, making it feel more authentic).

And since she tagged the brand in the post, it’ll reach its audience too. It also helps that she has over 100K followers.

Pro tip: Since it’s not just your own posts customers will find featuring your products, I recommend selecting a hashtag directly related to your product.

By promoting this hashtag in every post, you increase the likelihood that customers will use it too, which in turn increases the odds of prospects finding your products.

The more of your posts users see in the results, the higher the odds they’ll click on one.

5. Live Streaming Continues to Grow

Publishing images, reels, and carousels on social media keeps your audience engaged. But there’s nothing like the experience of interacting with a brand and other shoppers in real time.

Live streaming allows retailers to connect with customers and potential buyers on a more personal level, which humanizes your brand and offers the attention they need during the customer journey.

I believe brands should do more Q&A-style lives to invite viewers to interact and get answers that may keep them from hitting the buy button. The stream could feature an employee or an influencer.

Hallmark Timmins , a Canadian gift shop, partners with the latter.

“My brand has tested live-stream shopping events and found sales conversions to be three to four times higher than traditional social media posts,” explains Shawn Stack , Founder of Hallmark Timmins.

Stack continues that, “Viewers seem to find the real-time, interactive nature of live streams highly engaging, and the option to buy with one click reduces purchase friction.

We've also built personal connections between our influencers and their viewers, who regularly tune in to not just shop but also chat and get style advice.”

Your stream doesn’t have to be all sales. It can be a product demonstration or a Q&A session. If you have a product line, hire models or influencers to use the items so your audience can see how it works/looks before buying.

But don’t turn your stream into an infomercial. Instead, use “quiet selling,” where models wear shoppable items viewers can purchase during the stream. There’s no overt selling — just valuable discussions.

In a recent HubSpot study, we found that 27% of marketers want to use platforms that offer live-streaming features.

Are you wondering if live streaming actually works? According to CivicScience data, 25% of Gen Zers and 14% of millennials have purchased from live shopping streams.

Additionally, by 2026 live shopping sales will make up 5% of ecommerce in the U.S.

Aldo uses live shopping mixed with influencers to drive engagement.

Canada is already seeing success with live streaming. For instance, Aldo launched a successful live shopping pilot, partnering with influencers Mimi Cuttrell and Nate Wyatt to showcase its spring 2021 collection.

The interactive livestream allowed viewers to explore products from home, achieving a 308% engagement rate and driving 17,000 page views to Aldo's website in the following five days.

I expect to see this trend become mainstream in America soon, especially with social commerce on the rise.

6. Augmented Reality is Enhancing Shopping Experiences

The pandemic normalized shopping for and purchasing everything entirely online — even houses and cars.

Brands that took notice are adopting augmented reality (AR) to attract shoppers who enjoy the convenience of online shopping, but still want the in-store shopping experience.

This AR shopping experience works by overlaying a digital product image on a real-world image of a store or the customer's home (or face). Like that lamp? Use your smartphone or tablet to see how it’d look on your bedroom nightstand.

Peeping that pair of glasses? Mirror yourself in selfie mode wearing the shades to see if they’re your style.

It’s the same for hair products. “We’re currently working on implementing Augmented Reality (AR) on our website,” shares Ross, “so that customers can see how they’d look in different hair extensions or wigs without leaving their couch.”

It’s a smart move — it gives shoppers what they want, increases sales, and reduces returns.

I predict brands will drive traffic to their website using AR experiences on social media. However, many will create these tools within their apps and websites to keep consumers shopping in their online stores.

American Eagle partnered with Snapchat for “Dress Yourself” AR and VR experience.

In 2021, fashion brand AE used Snapchat to launch its Dress Yourself AR campaign — a unique experience where customers could use their self-facing camera to try on and shop various looks within its back-to-school collection.

They could even share the looks with their friends.

AE also partnered with Bitmoji to create a first-of-its-kind virtual reality clothing line that customers could purchase on Snapchat and wear on their avatars.

This wasn’t its first dabble in the metaverse — AE also launched a virtual store on Snapchat during the holiday season of 2020. After raking in $2 million, it chose to go all in, hiring an in-house metaverse team .

Now, it’s a matter of when other retail brands will follow suit.

Ready to dive head first into some of these social commerce trends? Before you do, be sure to read the following best practices I gathered from retailers and marketing experts.

Use interactive content to engage and collect first-party data.

Posting on social media can help with brand recognition. But if you’re trying to sell on social media platforms, engagement is the name of the game.

You can use a mix of videos to drive views and interest, but there’s another way I found to be quite effective: quizzes.

These are not just your typical “take this quiz to see what type of dog you are” kind of content. I’m talking about quizzes that tie directly into a purchase.

I believe this is a game changer — it got me to purchase a face wash cream from IL MAKIAGE (and they got me with an upsell for its cream before checking out, too).

According to PopSmash , a Shopify quiz app tool, quizzes have helped:

• A haircare brand increase Shopify store conversions by 41%.
• A cosmetic brand increase ad revenue by 200%.
• A home goods brand increase their average order value by 60%.

“Instead of trying to sell directly on social media, we've found success in targeting engagement that sells for us,” explains Gabe Mays , founder of PopSmash. “For example, when posting about products, we have merchants share a link to a product recommendation quiz where users can find the best variant of that product for them.”

According to Mays, this works better because people are on social to be entertained, not buy. The quiz engages them while helping them discover the best products for them and can drive conversions.

The opt-in rate: Out of those who comment on a social post, around 30% will take the quiz and opt-in.

Craft engaging, authentic live sessions.

Live streaming is a growing trend, but it won’t work well if your streams are … well, boring. It’s tempting to jump in and showcase your products, but remember — consumers want to be entertained, not sold to.

As I stated earlier, you shouldn’t create infomercials. Use themes, trends, and edutainment content to attract viewers and then quiet sell to them with shoppable items in the video.

I’d also recommend teaming up with influencers across platforms like Twitch, YouTube, and Kick (the new kid on the block).

Then, when a sales event comes around — such as during the holidays or a new product launch — you can partner with influencers to showcase the goods.

“For Mother's Day, we did something special,” shares Ross. “We teamed up with moms who are also influencers to chat about something many moms go through but don't always talk about: hair loss after having a baby. These amazing moms shared their own stories … which helped a lot of our followers feel understood and less alone.”

These influencers didn't just talk about the problem, though. Through their videos, they also showed how Irresistible Me’s hair extensions could help. “What made this campaign a hit was how real and open it was,” continues Ross. “Plus, offering a special deal for Mother‘s Day was the cherry on top. It was all about connecting, sharing real stories, and showing that there’s a simple way to feel great about your hair again.”

Use giveaways to increase reach for quizzes and improve personalization.

“The new key approach we‘ve found (especially for DTC brands) is not to just think of ’social selling' as selling since often users are on social to be entertained, not to shop,” says Mays. He says that you have to first engage them, and then take an “oh by the way, maybe you'll like this” approach.

According to Mays, giveaways like this activate your social audience, who drive organic engagement and funnel it to the quiz. The quiz captures contact details (e.g., name, email) and product preferences to get them into a higher-converting channel like email or SMS.

Mays advises, “The key thing here is that ‘social selling’ isn't just about trying to drive sales in the moment, but giving yourself leverage (personalization and contact data) to consistently drive longer-term sales.”

Don’t just generate customers — grow a community.

At least 20% of people have joined and participated in an online community. Some of them belong to communities created by their favorite brands.

It’s a fun way to connect with customers, get feedback, and share products and information they care about.

It’s about building relationships and loyalty — and hopefully, brand advocates — to increase your brand awareness and sales.

Our research shows that in 2024, 86% of social media marketers will prioritize building an active online community.

“One major trend is community-driven curation and influencer marketing. Our ‘DoDo Crews’ program taps into passionate communities, giving them tools to share looks and inspirations directly with their followers,” shares Mark Sheng , project engineer at DoDo Machine .

Sheng shares that, “Early results show a 25% bump in conversion when shoppers discover products through these trusted sources.”

Sheng’s advice is to put the community at the center. Facilitate authentic connections among brands, creators, and shoppers. Use trusted voices and native video. Social shopping should feel like genuine sharing between friends.

Community & Connection = Clicks & Conversions

Social selling isn‘t about shoving products down people’s throats. It‘s about fostering genuine connections and cultivating communities of passionate fans.

The brands winning are those making their customers feel like they’re sharing between friends (or at least, trusted advisors).

User-generated content, influencer partnerships, community curation — these are what will continue to drive social sales. When trusted voices do the selling for you, it turns a promotion into a friendly recommendation.

Tie in immersive tech like AR try-ons and shoppable videos to meet customers exactly where they are: scrolling on social, ready to be entertained and inspired to spend.

Brands putting community first will unlock clicks, purchases, and meaningful loyalty. They're the ones who understand the future of social commerce is all about human-to-human connection, not brand-to-consumer broadcasting.

Don't forget to share this post!

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100 best marketing research topics for all.

Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!

Marketing Thesis Topics

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• Analysis and determination of consumer buying behavior for Coca-Cola
• A study on famous well-marketed brands that got away with selling substandard quality products
• A study showing the impact of advertising on consumer behavior
• Brand advertising and political campaigns: a possible interwoven impact?
• A review of the outcomes of advertising in a recession
• Exhaustive research on how brands exploit impulsive buying
• A study of how celebrity endorsements on ROI affect CPG brands
• A survey of the impact of augmented reality on marketing experiences
• Critical research on how AI will help make better marketing decisions
• A study of the perspective and reception of Americans to targeted ads based on their browser history

Current Marketing Issues

There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!

• A decline in organic reach on social media platforms
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• Marketing budgets included by BREXIT
• Optimizing business for voice search
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• Ensuring compliance with GDPR
• Overdependence of potential customers on amazon
• The effect of COVID-19 on the global economy

Marketing Research Topics

Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!

• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity
• The effect of social media on buying choices
• Online purchasing: a study of the product characteristics buyers look for
• An exploration of the differences in marketing strategies across cultures
• Manipulation tactics: how brands can get more customers
• A study of how customer loyalty is affected by brand image
• Analyzing how TV advertising affects the top of mind awareness
• Do people appreciate being click baited into sponsored posts?
• A study on how to make customers purchase goods and services in the luxury category

Digital Marketing Blog Topics

Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!

• 10 insightful differences between paid search and organic search
• Tips for promoting content on Pinterest
• SEO tactics to avoid like the plague
• How to increase your followers on social media
• Best tips to help you grow your paid social ROAS
• Why should you follow your competitors on social media?
• Dos and don’ts of social media marketing
• How to create content your audience will be eager to share

Marketing Essay Topics

• What is the most effective form of marketing?
• Internet marketing trends to expect in the future
• What important brand attributes lead to an increase in customer loyalty?
• A look into marketing approaches that broke through strong market monopoly
• The impact of social media on consumer buying behavior
• Comparison of advertising versus building brand equity
• Rebuilding trust in influencer marketing
• How to generate leads effectively

Content Marketing Topics

• 10 biggest graphic design mistakes companies make in their marketing pieces
• How to create captivating e-newsletters that people will pay attention to
• Repurposing marketing content for small businesses
• Working more micro-content into marketing efforts
• Multi-step versus one-step content marketing campaigns
• The five Cs when creating content marketing copy
• Creating compelling content marketing campaigns in 10 steps
• Content marketing: how to generate more leads and close sales

Strategic Marketing Problems

There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.

• Inability to explain products or services delivered
• Not clearly defining a company’s market segment
• Lack of innovating commercial department
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• Missing links between sales and marketing departments
• Lack of marketing plan
• Lack of personal branding, brand image, and professional reputation
• Thinking the company or business can survive without marketing

Marketing Blog Topics

• Facebook advertising: pros and cons
• 10 benefits of inbound marketing
• The most frustrating problems faced in inbound marketing
• How to generate subscribers for your blog faster than ever!
• 10 benefits of content marketing lead magnets
• Five video content marketing myths you must discard
• 30 social media campaign ideas from big brands

Controversial Marketing Topics

• Does google give preferential treatment to big brands?
• Does social media affect SEO ranking?
• Are grey SEO techniques safe?
• Are YouTube videos more engaging than TV ads?
• Are building e-mail lists still one of the best ways to sell?
• Will immersion marketing through VR technology to be accepted?

Sport Marketing Research Topics

Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.

• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty
• Emerging opportunities in sports marketing and how to capitalize on them
• How to effectively capitalize on the wearables market
• Should more women and children get into sports?
• Should seniors be allowed to participate in some games?

Marketing Presentation Topics

• Mastering in-house SEO
• The path to gaining and building customers trust
• Brand awareness versus ROI
• Effectively personalizing customer communications
• The best SEO strategies that increase site traffic

International Marketing Topics

Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!

• The effect of globalization on consumer behavior
• How do international brands compare to local brands?
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• Creating brand awareness by utilizing global event marketing
• How to market products on an international level

Marketing Plan Topics

• The importance of a marketing plan to the success of a business or product launch
• Building a tactical marketing plan
• How is a marketing strategy different from a marketing plan?
• Indispensable parts in writing a marketing plan

Ethical Issues In Marketing

• Targeted Ads based on browser history
• Immersion marketing through virtual reality
• The exploitation of impulsive buying
• Click baiting into sponsored posts

Affiliate Marketing Topics

• How to find profitable niches in affiliate marketing
• How to get readers interested in what you market
• How to build a personal website: the ultimate guide

Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!

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• Cotton On: Growing Retail Brands The economy of Australia is sophisticated and modern and the country is incorporated into the global economy as it is center for commerce and finance in the region.
• The Retail Grocery Market Structure in Australia The influence that organizations in an oligopoly market structure have is very similar to the influence of a monopoly organization because the few organizations in oligopoly have full influence on prices. In an oligopoly market […]
• Harvey Norman Company Retail Marketing The immense success of the pair resulted in the firm going public in 1987 in the Australian Stock Exchange. In 1999, the retailer expanded its international growth further by entering the Singaporean market through a […]
• Key Ethical Issues in Retailing and Distribution As Barnett et al.observed empirically, there are several self-evident dimensions to ethical consumerism which players in retail and distribution function should comprehensively be aware of, for these dimensions may act in an organized and collective […]
• Macy’s Retail Store Marketing The objective of a marketing strategy is to enhance penetration of athletic shoes into the competitive market and maintain their dominance as a feasible brand of Macy’s.
• Analysis of the Department Store Retail According to Angeleette, at Marks and Spencer, the merchandise and the assortment is put in such a way that foodstuffs are placed far from apparels.
• Apple’s International Retail Strategy In the global marketplace, Apple must improve its products and review prices in order to cater for various segments of the market.
• H&M Company Retail Market In the United Kingdom, the company has numerous stores located in the UK and the main purpose of these is to take the latest fashion clothing closer to the consumer.
• Zara, H&M, Benetton and Gap Firms’ Retail Strategy Comparison of the manufacturing, pricing, and merchandise strategy of Zara, H&M, Benetton, and Gap. Merchandise Strategy: The merchandising strategy of retail strategy indicates the market segment to which the product is to be sold and […]
• Total Quality Management in Retailing and Services In many scenarios, TQM is viewed simply as a tool to improve the quality of services and products rather than a philosophy that motivates both managers and employees to improve on their work.
• The Global Sports Retail Industry Improved economies: Another major factor supporting the rate of growth in the sports retail industry is the trend of economies in various parts of the world.
• Victoria Secret: Strategies and Tactics to Successful Retail Operation During the 1980s, Victoria’s secret expanded to most of the malls in the amalgamated States. One of the financial ratios carried out in the company is the price earning ratio which is about the earnings […]
• Benetton’s, H&M’s, and Zara’s Design and Retail This essay compares and contrasts three different companies in the fashion industry namely Benetton, H&M and Zara on aspects of design, manufacturing, distribution, and retail.
• Mobile Phone Retail Company’s Business Plan My goal is to start a company that transforms the lives of the greatest number of people. My followers will follow the code of conduct and uphold the outlined values.
• Integrated Marketing Communications: Microsoft Retail Stores Marketing This should include the use of Microsoft website to publicize the entrance of retail stores in the United Kingdom market. To increase awareness of the retail stores and Microsoft products, there will be need for […]
• IKEA Company: Retail Internationalisation Development It is clear that with an ambitious growth plan like this, the choice of the entry modes and strategies is of great strategic significance and can define the overall success of the business in regional […]
• A Comparative Analysis of Apple & Sony Retail Stores It is imperative to note that Sony and Apple have continued to employ a multiplicity of tactics in their marketing mix strategies in the hope of attracting more customers to their stores.
• Employee Management in the Retail Business Another issue in the area of operations that needs to be articulated is the use of retail business assets. Take the time to offer your assistance to employees, and you will see it is worth […]
• Kering Company’s Retail Strategy Principles Nonetheless, an assessment of the company’s brand presentation shows that it is true to its luxury brand appeal. For example, according to the company’s 2016 financial report, its luxury, sports, and lifestyle segments have reported […]
• Role of Technology in Retail Sector The present paper attempts to discuss how technology is utilized in the retail sector, how it has impacted the retail business and its customers, and the critical technologies found in the retail industry.
• Ethical Approaches in the Retail Clothing Industry Clothing industries have adopted ethical and sustainable fashion, which maximizes the benefits to industry and society and minimizes the negative impact on the environment.
• Evaluation of Retail Marketing To ensure success in the retail business, retailers should acknowledge the fact that it is the customers and not the demand that lies at the center of a retail business.
• Impact of COVID-19 on the Retail Industry Another feature is the presence of a certain place where the exchange of goods and money, in most cases, it is a store. This is due to the need for security and convenience of customers […]
• Performance of Retail Businesses in Christmas Season The dissertation undertakes a study that compares the sales/ marketing strategies and the performance of the retail businesses during the Christmas season in UK.
• Australian & Singapore Retail Industries Comparison The global economy slowed down in the year 2011 in a number of leading economies in the world. 6 percent, this is because of expansion in both the wholesale and retail segments.
• Gap Inc.’s Key Performance Indicator and Retail Strategy In the next two years, the sales began increasing due to the appearance of the new director, Paul S. The company was able to recover in 2001, and the new CEO, Paul S.
• Cross-Docking Adoption: Challenges and Improvement of the Distribution Center in the Retail Industry Whether the changes in the structure and culture of the company are communicated to the suppliers; Do the suppliers in turn communicate the changes in their organizations to the company?
• Retail Services Marketing: McDonalds In line with this, the organization has numerous chains of restaurants all over the world and this makes it easy for it to reach out to consumers.
• UK Food Retailing Industry Active intervention approach is the process through which the market forces are of a given industry are interfered with to ensure the sustainability of the market.
• Expansion Plan of the Retail Store The major resources required and costs that will be incurred by the store are summarized in the table below: From the table above, the overall monthly cost of setting up the new retail store is […]
• Optimum Nutrition Product: E-Retailing Plan Supplements allow for the body to recover to its maximum potential. Unfortunately in our everyday foods we do not have the recommend nutrients and vitamins that is required for our bodies to fully recover.
• Amazon: Transnational Corporation in Online Retail The fact that the corporation involves its clients in the process of production of content is also worth noting, and it differentiates the enterprise from many others.
• Macy Company’s History and It’s Current Retail Stratagy A case in point is Macy’s, which is a leader in the American retail industry and is also one of the top performing retailers globally.
• Information Communication Technology in Retail Logistics The use of ICT by firms that are involved in logistics operations is necessitated by the need of these firms to integrate a number of logistical activities, the need to manage information effectively, as well […]
• The Australian Retail Grocery Market This paper thus discusses the grocery retail market of Australia by looking into the problem of market dominance and unhealthy competition in the market. Market concentration in the grocer market of Australia has resulted in […]
• Industry Analysis: Bicycle Retail Shop It is also necessary for an organisation to consider the threats of any substitutes in the industry. Price is also important in determining the performance of a business.
• MINI Brand Case Study: Retailing and Consumer Services High brand equity means that customers are willing to pay large sums of money for the purchase of a particular product of the company.
• The Home Depot’s Omni-Channel Retailing Strategy In order to manage the stiff competition in the market, the management has considered the use of the Omni-Channel Retailing and distribution strategy.
• Book Retail Industry: Buyer Power Then and Now In summary, the book retail industry has significantly evolved since 1995, as online retail represents nearly half of the market share, with Amazon at the vanguard, leading to the downfall of brick-and-mortar stores.
• Changing Nature of Retail and the Rise of Commerce In order to dig further into the outlook of retail and how it is changing, I spoke to a couple of experts to gain insight into the retail sector, what strategies are retailers using to […]
• Retail Marketing of Best Buy Most of the existing and emerging retailers are venturing into the technology field to offer computing products so as to take advantage of the advancement in technology. That is, the company stands the chance to […]
• Retail Service and Manufacturing Logistics: Comparison Manufacturing logistics looks into the initial process of production of goods while retail logistics involves the division of the distribution channels so as to avail the goods to different locations.
• The Dubai City’s Governance and Economy In conclusion, the Dubai Emirate is a symbol of the unique governance and Law enforcement mechanisms compared to all other major global cities.
• Small Retail Business: Impact of COVID-19 For this, we hang declarations asking clients to be aware of the health risks and not to take anything they were not willing as to buy.
• Reporting to the Director of Retail Operations That is to say, to arrive at a comprehensive picture of the management situation, managers need to take into account the context of a task, the demands of the management role, and the personalities of […]
• Baman’s Strategies for Restaurant and Retail Supply Chains Therefore, the following discussion analyzes Baman’s restaurant and retail supply chains based on the segmentation, uncertainty, and product demand and supply viewpoints.
• SME Retail Business Owners, Operators, and Management During the COVID-19 Pandemic Semi-structured interviews allow you to see the chain of thought of the interviewee and what worries him about the topic under discussion since the interviewer only sets the initial tone of the conversation and corrects […]
• Retail and Automotive Industries: The Use of Artificial Intelligence Discovery analytics utilization involves the creation, adoption, and implementation of new and advanced technologies that use artificial intelligence systems to address existing shortcomings in the provision of superior customer experience.
• Finances of Pearl Retail Website in Switzerland A detailed consideration of the aspects of purchases, expenses, and income for various periods makes it possible to use different financial instruments that show the liquidity of assets and the soundness of the idea as […]
• The Gourmet Food Retail Store’s Business Plan In the first quarter, the retail store will not be expected to make a profit, but the expectation and second short-term goal are that in the second quarter, it will break even and begin making […]
• The Covid-19 Pandemic in the World of Retailing Among the main brick-and-mortar retailers in the vicinity, one should mention the coffee shop established and run by one of the members of the local Italian American community.
• Sustainability in Coffee Retail Business The paper contributes to the improved understanding of the current state of the coffee retail business regarding sustainability and community issues.
• Walmart’s Marketing Amidst Global Retail Changes This is one of the largest discount stores in Canada and provides similar items to Walmart, making it a major competitor for the global store.
• Multi-Brand Retail Online Store Business Plan This framework of organizing the work of an online store is suitable for starting a business in trade, does not require large investments, and also allows testing the market and products.
• Artificial Intelligence in Social Networks for Retail The use of social medial for retail is one of the most mature sectors of the economy in terms of the use of AI.
• Social Media: Impact on the Retail Business This article compares the situation in the field of retail before the introduction of artificial intelligence software and after the adaptation of social media for this purpose.
• Chaos Theory in Dillard Retail Store To achieve this, the retail store has invested in the most fundamental levels of operations including technology and engineering processes. For instance the retail store key strengths are the customer relations capability and abundant knowledge […]
• Analysis of the Retail Clothing Industry Economic uncertainties in have the potential of leading to weaknesses of the currency. This would affect the price of products at Nordstrom retail outlets, and ultimately the profitability of the company.
• Addressing the Impact of Showrooming on the Retail Industry Essentially, when a customer browses a store to examine the merchandise and then purchases the intended product online, the online store grows at the expense of the resources of the brick-and-mortar shop.
• Personal Business Plan for a Retail Store The retail store will be keen and emphasize the sale of a full assortment of children’s, women’s, and men’s official and athletic clothing and accessories.
• Omnichannel Sales and Successful Retail Concepts For example, if the product is out of stock, the buyer can use the “Seek & Send” service, and employees will find it in other stores in the chain and send the product to the […]
• Anthropologie in Thailand’s Retail Industry Thailand is a growing economy with the increasing tourism activities, and represents the pattern in the current economic trend and therefore requires aggressive retail investment that is likely to take into account the growing demand.
• Correlation Between Retail Online and Total Sales First thing to do is to input the data provided by United States Department of Commerce for the total retail sales in one column and that of the e-commerce sales in another column.
• Marks & Spencer’s E-Retailing: Advantages and Disadvantages This is a temporary issue as the evolution of the web continues. This is a temporary issue as the evolution of the web continous.
• Strategic Management Process of Major Players in the Retail Industry Therefore, it becomes necessary for fashion designers and providers to keep their fingers on the pulse of the merchandising market and to be on the right side of fashion trends, both current and future.
• Car Retail Price and Car Mileage in Dubai Market Correlation and regression analyses were performed to determine the relationship between car retail price and car mileage in Dubai market. 19% of the variations in the car retail prices were accounted for by the car […]
• Retail Industries in Saudi Arabia The oil prices in Saudi Arabia affects the stock prices of the Abdullah Al Othaim Markets Company to a large extent.
• How Technology Impacts Careers: Education, Medicine, Retail Outlets Education is the art that imparts knowledge to the human race, for the sake of survival, advancement, and continuity; it can be termed as the epicenter of all technologies, innovations, and human development.
• RFID Technology in Retail Business In today’s global market where there is great deal of competition, businesses have to speedily react to the needs of customers, offer added-value product and services, and be able to maintain consistency in technology in […]
• The Retail Method of Pricing Inventories This would make the retail inventory method not work well therefore if combined with the first in first out method for inventory costing since in times of inflation, the price would be high at the […]
• Fashion Retail Trends In the modern age, traditional advertising is becoming obsolete, and distributors are forced to find new ways to connect with their audience.
• Internet Retail: Economy and Future Trends The primary function of the internet is to share information. The penetration of the internet to many parts of the world has not bolstered competition due to these factors.
• E-Retailing in Saudi Arabia Given the popularity of online medium of retailing, the government in Saudi Arabia has also taken steps such as establishing cybercrime laws to make e-commerce related transactions safe, reliable and secure.
• The Retail Textile Industry in Argentina and Brazil Increase in consumption took place due to the improvement of purchasing power of the local population and the steady growth of tourist purchases. The overall worth of textile industry is U.S.$63 billion.
• Consumer Retailing Market in Asia Internationalization of Asian retail market beneficently affects the buyers of this country, as they are now able to choose the store that suits them best in terms of price and quality.
• The Adoption of Multi-Channel Retailing In conclusion, Marketing plays a great role in brand development and the success of a company but is not everything in business.
• Retailing and Wholesaling: Costco, Warehouse Club In addition, the popularity of these clubs is associated with the fact that they have integrated the ‘no-frills concept. The entire operations of the franchisee are subject to the franchisor.
• Retailing Lessons From Loyalty Programs Around the Globe This is because the different teams identify the different groups of customers in the same way, that is, according to their needs.
• Logistics in E-Retailing Industry The prices and buy deals offered to customers online are more attractive as businesses tend to save on this offerings because of the factors mentioned previously. The category management minimizes stocks and speed of response […]
• Retail Logistics: Inventory Strategies and Retail Distribution Networks The first point is of special significance for retail stores of all kinds to control the quantity of the goods in stores and losses suffered from write-downs, while the latter two points are crucial for […]
• Work-Life Balance Development in the UK Retail Stores But, at the same time, the eternal desire to work and the necessity to do it in order to satisfy one’s personal needs and the needs of people that a certain person is responsible for, […]
• Big-Box Retailing Organizations When acquiring a big box retailing organization with such dismal practices to their workers, one needs to evaluate the amount of payment to the workers and the working conditions to be in compliance with World […]
• Retailing in Saudi Arabia Another method of fixing the prices of the goods in the retailing market is through suggested pricing that is commonly done by the manufacturers and is characterized by the price of the commodity being marked […]
• China’s Retail Revolution Analysis For entering the Agri-food retail sector in the Chinese market, a detailed analysis of existing market conditions in China’s agri-food business is necessary.
• Retail Pricing at Stores vs. Internet Pricing The goal of the pricing strategy is to maximize the difference between the cost incurred by the company and the value created for the customer.
• Off Season Fashion Sales: Procurement in Retail Karakul’s 2008 article “Joint Pricing and Procurement of Fashion Products in the Existence of a Clearance Market published in the International Journal of Production Economics, cites that in the apparel industry, the dilemma of always […]
• Crude Oil as a Global Commodity: Logistics & Retail Thus, it ensures the transportation of crude oil to various parts of the world but destroys natural sceneries in places where they are installed. In this case, boats are used for the transportation of oil […]
• Preventing Employee Turnover in Retail The problem of high turnover rates of retail employees is a widely discussed topic in scholar and professional literature due to its considerable implications for a company’s performance. The aim of the analysis was to […]
• Ladies’ Sneakers Retail at Walmart and Kohl’s The report presents the results of research to determine whether Kohl’s, a popular retailer, is capable of competing with Walmart, which is the largest retailer in the country, in the ladies’ sneakers merchandise category.
• Walmart in the Indian and Brazilian Retail Markets Thus, the organization should strive to integrate into the promising environment of the Brazilian and Indian retail markets, simultaneously adjusting its corporate philosophy and marketing approach to meet the requirements of the new setting and […]
• Strategic Marketing Planning in UK Retail This paper aims to examine the retail industry in the UK and Huddersfield and present a marketing plan for H&M. This is part of the optimisation strategy that will affect branches in the US and […]
• Retail Store Communication and Its Specifics In a large retail department store, the role of a communicator would fall to a communications officer or manager that has the direct responsibility of managing internal and public communication channels of the company.
• Ahmed Seddiqi & Sons at Dubai Retail Market The retail market is one of the largest ones presented in Dubai and the UAE. Although the complete classification of the types of stores present in Dubai is unavailable, it is possible to analyze the […]
• Retail Store Audit: Points for Improvement The audit of any retail store needs to consider a variety of factors to make the assessment accurate and meaningful. Even if the evaluation team did everything correctly due to high levels of mutual respect […]
• Kantar Retail Company’s Website Evaluation For instance, the website of a great retail company Kantar Retail, is obviously used as a tool to attract attention to the company and find new customers via the Internet.
• Wanamaker’s Store: Retail Reinvention Project The store was set up after serious scrutiny of the market trends and this was a major contributor to the fact that it survived for so long.
• Marketing: Retail Advertising and Celebrity Endorsement To stand up in the crowd, the marketers’ of the product using brand endorsers” “According to McCracken, endorsers can leverage their own popularity to create positive associations for brands in the minds of consumers.
• Turkey as a Business Environment for Fashion Retailing The vision of the company is to be the preferred brand among Muslim women in the Middle East, Asia, and Europe.
• The Use of Online Advertising and Online Retailing Hence, online grocery delivery is expected to act as a marketing strategy for Amazon’s line of products and also improve the competitive potential of the company.
• Ambient Conditions: Design and the Retail Environment In the paper, the author provides a detailed explanation of how the ambient conditions reviewed so far help in the creation of hedonic experience.
• Best Buy Inc. as the Largest Retail Company The bargaining power of its suppliers is forcing the company to utilize the best business practices. Most of the competitors in the consumer electronics industry are marketing the same products to the existing consumers.
• Marketing Intermediaries in the Retailing Sector Nowadays, nonstore retailing is becoming more and more popular, and the growing number of customers prefer this type to the previous one.
• The Influence of Internet Retail Service Quality The table is representing the age groups of the participants who were questioned on the online retail shopping experience. The table is exhibiting clearly that most of the people who participated in the survey […]
• Doing Business in China: Marketing Retail Sarah should also advice the management of the First Department Store to install a store inventory management software. This will increase the efficient movement of goods in and out of the store.
• Questions Concerning Retailing One of the reasons why an individual would prefer buying men’s suits from a specialty store to buying from a departmental store is the trust that the specialty store offers quality and customized products.
• IKEA Company’s Future: In-Store or Online Retailing As evident from its mission, one of the unique traits that make IKEA distinct from the rest of the companies in the industry is the pricing of its products.
• Restaurant Launch: Strategic Retail Planning Process First, I have to define the mission of my restaurant, i.e.to develop a statement, which describes the function and advantages of my organization, such as the following.
• Poundland Retailing Company’s Success Factors The shrinking idea was effective and led to the success of the business. The launch of the Visa Card was a sudden success for the company.
• Washington Retail Bakery’s Business Plan The company will sell quality products to its customers at competitive prices to increase the demand for the products. Licenses will be required for the business to operate legally.
• Retail Sales Associate’s Organizational Behavior It is generally expected that a sales associate in our retail store will realize that he or she is the face of the store.
• Developing Retail Packaging for a New Product One of the crucial stages of packaging development is printing design, and the overall success of the product in the market may significantly depend on the quality of operations at this phase of package manufacturing.
• Retail Banking Products and Services Using the examples and contrasting the products and services of Emirates NBD and Bank of Singapore will assist in understanding the key problems and consequences of the global business environment.
• Retail and Service Marketing Understanding The signing of a deal between Amazon and Morrison, which is among the biggest supermarkets in the UK, has evidenced one of the sporadic efforts by supermarket chains in the western nations to engage in […]
• Athleta Company’s Retail Marketing Plan It also outlines present dynamics in the Canadian domain of clothing retail and provides readers with the insight, as to what should account for the company’s marketing strategies in the targeted market. As of 2015, […]
• Secretary’s Compensation in Retail Business This paper aims to create a compensation and benefits package for the position of a secretary in an HR department of a retail company.
• Burberry Group Plc’s Fashion and Retailing In a larger sense, SWOT analysis will assist in the comprehension of the fashion market and the place of Burberry Company within it.
• Spatial Strategies for Auto-Parts Retail Network The author gives concrete and elaborate findings that if an auto-part retail shop adopted an area-based delivery strategy, the store would be able to improve on its efficiency, and, at the same time, bring a […]
• Online Shopping Impact on the Global Retail Industry While the significance and the convenience of e-commerce are indisputable, it is important to study its impact on the traditional retail industry around the world to identify the challenges, which it has to withstand.
• Giant Annual Sales and Retailing Strategies The following list shows the prices of items given by various stores on Black Friday against the prices of the same items on other days of the year.
• UAE Food & Clothes Retail and Restaurant Business In my paper, I will explore the validity of this suggestion, regarding the three segments of the Emirati retailing industry, concerned with the selling of food/clothes and with serving meals at a restaurant.
• Value Creation in Luxury Brands Retailing The majority of experts have inclined to the statement that a key factor in the success of the most luxury brands is a loyalty of consumers.
• Internet Retail Service Quality and Consumer Repurchase The study focused on determining the influence of internet retail-service quality on the ability of consumers to make a repeat purchase.
• E-Retail Consumption Rate Increase and Its Causes The paper will focus on the cause behind the emergence of e-retailing and the likely future trend that is expected to be observed in e-retailing.
• Retail Industry and Government Contracting The advantage of such a form of retail business ownership is that the foundation is already laid, and lots of time need to build a customer base and maintain other primary activities can be saved.
• Customer Engagement in the Greek Retail Banking Sector In this regard, the article’s discussion of Social CRM is relevant to marketing as many enterprises pursue CRM as a primary source of customers’ satisfaction and loyalty.
• Business in the US Cosmetic Retailing Industry US cosmetics retailing industry tends to expand within the domestic and international markets because of the rising level of discretionary income in the developed and developing countries.
• Nine West Retail Stores Merchandising The success of the retail stores is attributed to the company’s merchant organization and incentives. NWRS’s structure and the organization have scaled it to what it is today, one of the best lifestyle stores in […]
• Digital Technologies in Retail Trends of 2025 As a result, when the goods are delivered to the stores by trucks, the vehicles would have to pass through special scanning frame that will capture the information on all the stickers inside of the […]
• What Are the Most Likely Logistics for Multi-Channel Retailing? Supply chain management refers to the organization of a set of connections of interconnected business activities which are involved in the process of providing goods and services to consumers.
• Technologies in the US Retail Industry According to Farfan, the size of the US retail industry has been boosted by four and a half percent from 1993 to 2015; however, such a conclusion has been drawn by considering the units of […]
• Wet Seal Clothing Retail Merchandising Strategies Provided that, the prices are higher, the clients of Wet Seal may not be ready to buy these products. This is one of the points that can be singled out.
• Hickory Outdoor Retail Store Marketing Moreover, they will learn ways through which data mining can be beneficial, and the marketing programs that can be formulated from the data.
• H&M Company Retail Channel Analysis The most interesting thing about the company is its ability to meet the diverse needs of women, men, teenagers, and children in the contemporary world.
• Loss Prevention in a Retail Chain Loss Prevention involves formulation of policies, procedures and practices in organizations to prevent possible losses of inventory and other assets in a retail chain.
• Retail in 2025: Physical and Digital Spaces This is where technology will help the physical retailers to provide what the digital retailers provide to their customers and more.
• Retail Development Forecasts: Online vs Offline The main tendencies that will determine the development of digital retail will be a personification of orders and an individual approach to a customer in general.
• Clothing Retail Store’s Promotional Plan Therefore, it is important to develop certain strategies to communicate with the participants of the program. The second step is sending e-mails to top- and mid-management of the companies that can be potential customers.
• Boosting Sales in Retail Banking for 2012 One of the major ways through which the company is to achieve this is through improving the sales revenue in the retail banking sector. Customer retention and loyalty is a responsibility of the sales team.
• Information Systems for Brotherhood of St Laurence and Somerville Retail Services The management of the organization usually monitors the operation of the IS plan to ensure that its implementation is in accordance to the needs of the company.
• The Effect of Retail Store on Students
• Branding in Retail Sector: Marks and Spencer
• Leadership in the Retail Industry
• Retail Clinics: An Evolving Trend
• Clothing and Footwear Retail Sector in the United Kingdom
• The Analysis of Wal-Mart’s Retailing Strategy
• 2012 London Olympic Games: Ticket Retailing Challenges
• RFID in the Retail Supply Chain: Issues and Opportunities
• The Impact of Radio-Frequency Technology on Retailing and Wholesaling
• How Did Retail Giants Reshape the Canadian Society by the Book of Donica Belisle?
• How Did Retail Giants Change and Reshape Canadian Society?
• Retailing Event Concept Plan
• Retail Business Analysis: Wal-Mart Stores Incorporation
• Retail Business Market Strategies
• Reasons and Obstacles for Women to Penetrate Retail Industry in Saudi Labour Market
• The Effects of IT Outsourcing on Retail Companies
• Designer Clothing Market in the UK Fashion Retail Industry
• Retail Combinations Yet Undeveloped
• “Fashion retailing, marketing, and merchandising” by John Major
• The Whole Foods Market: Retail Grocery Industry 2010
• Retailing in the UK
• Retail Management in UK
• Dollar General: Retail Outlet’s Success
• Retail Marketing Methods and Results: Clothes, Models, and Self-Image
• Retail Stores Managerial Aspects
• Retail Department: Managerial Planning and Goal Setting
• The Effect of Retail Service Quality and Product Quality on Customer Loyalty
• Generic Strategies Model of Three Retail Firms
• Retail and Supply Chain Management
• How Big Banks Can Attract Small Retail Customers
• What Makes a Fashion Retail Brand, and One That Can Be Trusted: Zara?
• Organizational Development in the Retail Store
• Food Retailing Industry in Turkey: Self-Sufficient Economics
• E-tailing: Selling Retail Goods and Services
• The Retail Side of ExxonMobil
• Shopping: Retailing and Smaller Self-Service Shops
• Relationship Marketing Approach and Strategies in Retailing
• Productivity Dynamics and the Role of ‘Big-Box’ Entrants in Retailing
• Industry Analysis: Automotive Retailing and Trade in the Philippines
• Online Fashion Retailing and Retail Geography: The Blogshop Phenomenon in Singapore
• Furniture and Floor Coverings Retailing in Canada 2020
• What Are the Cultural Factors Which Make Expansion Abroad in Retailing Difficult
• The Differences Between Multi-Channel Retailing And Omni-Channel Retailing
• Stockout Compensation: Joint Inventory and Price Optimization in Electronic Retailing
• Retailing and Large Online Retailers
• Explaining Cross-Country Productivity Differences in Retailing
• Reconciling Attitudes And Behavior In Organic Food Retailing
• Organic Food Retailing and the Conventionalization Debate
• When Retailing and Las Vegas Meet: Probabilistic Free Price Promotions
• Understanding Consumer Preferences for Nutritious Foods: Retailing Strategies in a Food Desert
• What Affect Has the Outward Movement of Retailing Office
• The Australian Furniture Retailing Industry and the Strategic Marketing Approach of IKEA
• The Functions And Features Of Retailing Marketing
• How Technology Has Changed The World Of Retailing
• Retailing Lessons from Loyalty Programs Around the Globe
• The Robinson-Patman Act and Vertical Relationships in Food Retailing
• Online and Offline Information for Omnichannel Retailing
• The Internationalization And Globalization Of Retailing Marketing
• History, Status, and Outlook of the Discount Retailing Industry
• The Shift from Old Store Bases Retailing to the Electronic Home Shopping
• Obesity Epidemics: The Potential Role of Retailing Sector in Promoting Fruit and Vegetable Consumption
• Food Retailing: Mergers, Leveraged Buyouts, and Performance
• Multichannel Retailing and Consumer Behavior: Strategy Design and Implementation
• The Industrial and Social Dynamics of Retailing, and Effects of Opening Hours
• The Internet Will Soon Make Store Based Retailing Obsolete
• Retailing and Foreign Direct Investment
• Variety and the Cost of Search in Supermarket Retailing
• Retailing and Predominant Age Group
• Marketing: Retailing and Heterogeneous Shopping Product
• Internet Retailing: The Past, the Present and the Future
• Social Networking Atmosphere and Online Retailing
• Walmart, Amazon, and eBay: Who Will Dominate Internet Retailing?
• Which Marketing Mix Element Deals Specifically With Retailing
• How Social Media Contributes To Retailing Marketing
• Sustainable Retailing Influencing Consumer Behavior on Food Waste
• Chicago (A-D)
• Chicago (N-B)

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Time to move: Sporting goods 2024

As the world continued its uneven progress in 2023, the sporting goods industry faced familiar challenges. Economic headwinds, persistent inflation, and regional conflicts undermined consumer confidence, while companies continued to struggle with inventories—mainly overstocking, because anticipated demand failed to materialize. But the industry demonstrated its resilience again. Revenue growth in 2023 was 6 percent (compared with 2 percent in 2022) amid stronger performance across geographies. 1 Euromonitor, October 2023.

As we begin 2024, this report highlights a renewed sense of optimism among industry leaders. This reflects opportunities arising from an improving market environment and new consumer preferences. More people are choosing sports that are quicker to pick up, require less commitment, and are more social, rather than organized sports with fixed time commitments or requirements for teams or high levels of skill. Participation as a driver has become as important as performance. And after supply–demand imbalances in the recent period, companies are turning to integrated business planning and analytics to help them navigate more volatile times. Meanwhile, sporting ecosystems and the demands of sustainability offer potential for innovation. With these themes in mind, this year’s sporting goods report paints a picture of an industry at a pivotal moment, facing not only challenges but also opportunities to achieve sustained growth.

Review of the past year and looking ahead

The past year was one in which regional differences were prominent. Companies in Western Europe posted growth of 8 percent, a strong rebound from the 3 percent decline the previous year, while the industry in Asia–Pacific saw income rise 11 percent after a 4 percent decline in 2022. North American companies followed 6 percent growth in 2022 with growth of 2 percent. Latin America, meanwhile, was the standout performer, with growth of 22 percent after 20 percent growth the previous year. 2 Euromonitor, October 2023.

A report on the global sporting goods industry

The World Federation of the Sporting Goods Industry (WFSGI) and McKinsey are proud to continue our partnership to present our fourth annual sporting goods industry report, Time to move: Sporting goods 2024 . The report dives into the dynamics driving performance in the sporting goods market and presents insights from some of the industry’s most senior players. As in past editions, we focus on the key trends that have affected the industry over the past year and will shape performance in the coming year and beyond. This article summarizes some of the report’s findings.

The industry’s super winners, which are companies that have consistently grown revenues and expanded margins since 2017, maintained their momentum in 2023. The group outperformed the market by focusing on attractive categories and employing smart go-to-market strategies to inspire and engage with consumers. These leaders exemplified the merits of a balanced portfolio, with retail innovation, trend-responsive branding, and cost-effective manufacturing among the pillars that supported growth.

There were also notable variations in the competitive landscape. For example, competition intensified in China, with global titans losing their edge to local players, which had a market share of about 60 percent among the top 20 brands. Conversely, in Latin America, global players continued to dominate, with a share of about 90 percent amid a strong soccer and tennis focus.

In 2023, macro factors including geopolitical conflict, inflation, and consumer conservatism, as well as inventory challenges, have made for a bumpy year and required companies to allocate more resources to promotional activities. That said, we continue to manage things in our control to the best of our ability and remain optimistic due to the enduring trend of fitness and health and our long-term growth potential, especially given our brand’s strong positioning. Stephanie Linnartz, president and CEO, Under Armour

Looking ahead, the industry is set to continue its steady growth: analysts estimate CAGR of about 7 percent by 2027 (Exhibit 1).

Rising levels of polarization

In an unpredictable market environment, a key trend is rising levels of polarization, with some companies performing much better than others. About a third of sporting goods companies have grown revenues and widened margins since 2017, forming an elite group of winners that consistently outperform the wider market. On average, this group has achieved organic growth of five percentage points and margin improvements of three percentage points over the period. Conversely, about a quarter of companies have been margin-accretive laggards—in other words, they have lifted margins but not revenues. About 10 percent are dilutive laggards, seeing strong revenue performance (more than 15 percent) but slightly negative margin performance (two percentage points on average). We expect this polarization theme to persist in the future.

I think the difficult thing in the current environment is that so many variables are changing at one time—COVID-19–related shutdowns, supply chain disruptions, geopolitical uncertainty, and inflation. Getting into this season, most brands and retailers built too much inventory, so 2024 is therefore going to be a little bit of a clean-up year. Hugo Maurstad, managing partner, Monte Rosa Capital

Sporting goods trends for 2024

In the first chapter of the report, we highlight an improving industry outlook, with about 90 percent of sporting goods leaders anticipating stability or improvements in sales and margins, according to the McKinsey and World Federation of the Sporting Goods Industry (WFSGI) Sporting Goods Industry Report Survey 2023. Still, industry leaders are not universally optimistic, amid persistent concern over inflation and overstocking. Eighty-one percent of respondents to this year’s survey say inflation and inventory levels and cost of capital are a continuing challenge, and 50 percent worry about attracting talent and the pressing imperative to become more sustainable. In addition, economic headwinds may still apply. In China, for example, 2023 marked a recovery from a tough 2022, but many Chinese consumers will likely trade down in 2024 as tough economic conditions persist.

In the remaining four chapters of this year’s report, we dive into the key themes that will likely appear on executive agendas in the year ahead:

1. Shifting consumer preferences and generational opportunities. Consumer confidence remains subdued, but the sporting goods sector has shown it can be resilient, with many companies relatively immune to downtrading. That said, brand loyalty is declining. Also, consumer behaviors are moving away from organized sports and toward options that are more accessible. This pivot presents new avenues to growth, particularly in segments such as pickleball and paddle tennis (159 percent growth from 2019 to 2022) and off-course golf (57 percent growth from 2019 to 2022), which have seen surges in popularity (Exhibit 2).

In addition, there is a generational shift in progress, with some older demographics spending more time and money on their favorite sports and hobbies. However, demographic dynamics vary across regions, suggesting brands will need to craft age-inclusive strategies to suit their constituencies.

Our product range at Nike isn’t just about catering to a specific age group—it’s more about accessibility. We want to ensure that whether someone is a jogger, walker, marathon runner, or just looking to stay active, they find something in our range that suits their needs. Vanessa Garcia-Brito, VP, chief social & community impact officer, Nike

2. Planning, planning, planning. Inventory management remains a pressing challenge as companies grapple with overstocking and demand volatility. The rising cost of capital further complicates the outlook, compelling companies to reevaluate their established planning processes. The key to being prepared lies in integrated business planning, which can significantly improve coordination and reduce the number of surprises. Still, effective implementation requires new governance approaches and cross-functional alignments as well as standardized inputs and outputs. Companies can combine these with AI and machine learning to generate more precise end-to-end planning and forecasting (Exhibit 3).

The last three and a half years for us and the rest of the industry has been super hard on supply chain and planning. … We’re now embarking on a new system for integrated planning. It’s an end-to-end planning system to connect our entire supply chain and continue to deliver the right inventory at the right time. Dan Sheridan, chief operating officer, Brooks Running

3. From sustainability targets to actions. Regulation and corporate action are supporting nations and regions in setting and meeting their sustainability targets. In China, the European Union, and the United States, there is increasing government support for funding that will drive the energy transition.

Many sporting goods brands, including smaller companies, are now stepping up, not only setting ambitious targets but also seeking to address social and governance issues in their operations and supply chains. These steps reflect rising consumer demand for more sustainable offerings. For example, consumers increasingly value products that use organic or sustainable input materials—and are often willing to pay a premium for them. While many companies are making progress, others are still at the starting blocks. Ten impact areas along the value chain and specific initiatives in each can help companies move forward. These range from new business models to initiatives that may boost consumer awareness, and companies can assess each of these through the lens of a cost abatement curve (Exhibit 4).

4. Playing the sports ecosystem game. In the wake of some companies embracing direct-to-consumer business models, the past year has seen a renewed focus on wholesale partnerships, reflecting the understanding that consumers prefer to shop in multibrand environments. Going a step further, an increasing number of companies are embracing explicit ecosystem strategies, taking their thinking beyond channel coverage and product assortments. This reflects the fact that technological advancements and health trends are driving a shift in consumer demand from individual products to comprehensive health- and activity-centered solutions.

Companies alone cannot meet all consumer needs. But they can meet those needs through networks of companies that serve some element of the customer journey, from opportunity discovery to planning and preparing, traveling, participation, and recovery (Exhibit 5). McKinsey research shows that the activities within these steps that customers value most include finding similarly minded people, shaping products to their specific needs, obtaining insurance to reduce risks, liaising with travel agencies, and receiving support during activities. 3 McKinsey Ecosystem Strategy Hub; McKinsey Consumer Community Survey, September 2023, n = 322 (Germany and the UK). Ecosystems enable companies to cater to these demands.

The report identifies five levers for value generation in an ecosystem environment: new subscription revenues, lower customer-acquisition costs, cross-selling, commissions, and operational efficiencies.

The past year has marked a period of recalibration for the sporting goods industry, with an uneven recovery and persistent challenges. Looking ahead, we believe the most successful players will innovate to address shifting consumer demands, manage supply chain complexity, streamline operations, and seize opportunities in emerging markets and ecosystems. Through efforts in these areas and a sharp focus on execution, the industry will be well positioned to continue its positive trajectory.

Download Time to move: Sporting goods 2024 , the full report on which this article is based.

Sabine Becker is an associate partner in McKinsey’s Zurich office, where Alexander Thiel  is a partner; Gemma D’Auria is a senior partner in the Milan office; and Sajal Kohli  is a senior partner in the Chicago office.

The authors wish to thank Rajat Agarwal, Becca Coggins, Asina de Branche, Karl-Hendrik Magnus, Olga Ostromecka, Daniel Zipser, all members of WFSGI, and the many industry experts who generously shared their perspectives during interviews for this article.

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Research Briefing: Amazon promotes streaming ads to advertisers

In this edition of the weekly briefing, we examine Amazon’s upfronts announcement and compare it to competitors as seen in data from Modern Retail+ Research.

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Amazon’s Prime Video ads could signal weakening retail ads

Breaking News: Amazon recently presented at this year’s Upfronts , a clear move to prove itself as a viable competitor to old-guard media companies like Disney and Comcast. The landmark moment highlighted Amazon’s move to add ads to its streaming platform, Prime Video.

This push to boost its ad products comes amid pressure from competitors in the digital ad space. Retailers like Walmart and Target have continued to grow their retail media ad networks, threatening to take dollars away from Amazon. Other retailers, like Saks, have also started their own retail networks in hopes of jumping onto the train. With the retail media space continuing to get to more crowded, Amazon has started diversifying revenue streams and making its ad offerings more robust. 

Questions: How are other competitors in the retail media space compared to Amazon? Where are marketers starting to move towards?

Answers From Research:

Amazon is still king when it comes to this type of advertising. And it has been building out more capabilities trying to attract more brands. For example, as Modern Retail recently reported, the e-commerce platform has been increasingly pitching brands on its higher-funnel advertising services, all while having them connect with its traditional retail media units.

“The trend we’ve always seen is that Amazon is leaning into brands,” Dan Brownsher, CEO of the agency Channel Key, told Modern Retail last year. “[These changes are about] allowing Amazon to become a brand discovery platform.”

As such, it is still the most popular choice; 84% of survey respondents said they used Amazon’s retail media services, while Walmart was the second most popular with with 46%.

Want to learn more: Modern Retail+ Research on Retail Media Networks examines which retailers are growing their ad business. 

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The Retail Note | Shopping centres: where did it all go wrong?

This week’s Retail Note revisits an article on the shopping centre investment market , penned by my colleagues Charlie Barke and Will Lund, originally featured in REACT News.

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Key Messages

• Rebasing of shopping centre values has generally been brutal
• But has been variable across different types of schemes
• MSCI data suggest that all SCs have declined in value by -67% since 2005
• Top quartile by -12%, bottom quartile by -91%
• Actual transactional data shows values fell by -30% to -50% 2005-2015…
• …and a further -60% to -90% 2015 - 2023
• An aggregate loss of -80% to -90% since GFC
• A small handful have traded above their 2010 price
• Mainly London suburban schemes, with a resi underwrite
• Prime schemes rose in value 2005-2015, but have lost ca. -50% since
• Most mid-market schemes have declined in value by -80% to -90%
• No way back for some that have declined >-90%
• But many sufficiently rebased to be attractive investment options
• Regionally dominant, London schemes or repurposing plays obvious picks
• Also certain high yielding opportunities in second tier towns

From darling to ugly duckling, shopping centres’ have had a rough ride in recent times by any standard. We explore this tumultuous journey in more depth, focussing particularly on schemes that have traded multiple times over this period.

Picking apart the good, the bad and the ugly of shopping centre trades

The decline of shopping centres throughout the last 15 years’ retail evolution has been well documented. Few assets have been immune. Borrowers and lenders alike have had to write off huge losses.

The growth of e-commerce and the fundamentals of countrywide oversupply have taken the brunt of the blame, but modest management and a lack of investment have certainly played their part.

MSCI/IPD data show that since 2005 the “all shopping centres” group has declined in value by 67%. However, it is notable that the top quartile has only declined by 12%, while the bottom quartile has fallen by 91%. Not surprisingly, the older the scheme, the greater the decline in value recorded, with 1960s schemes falling by 74% while those built post 2010 have only had a 54% decline. The question we asked was whether these statistics were supported by market evidence.

Transactional data over the last 20 years shows that values typically fell by 30-50% between 2005 and 2015, and then fell a further 60-90% between 2015 and 2023. This gives a typical aggregate loss since the 2008 financial crash of 80-90%.

To look for trends, we considered centres that traded in 2005-2007, again in 2012-2015 and have subsequently re-traded again since the COVID-19 pandemic. These triple trades generally give clear, factual evidence of value movements at a point in time. Through examining these trades, we were able to see some clear patterns, from which we can perhaps learn lessons for the future.

Counting the good(ish) and the prime

Firstly, very few assets have been immune and the number of centres that have been acquired and subsequently sold at a higher price since 2010 can be counted on one hand (without using all your fingers!). So we list the “good” assets as those which have held their value best in relative terms. The common theme here is the prevalence of London suburban schemes, alongside others with a sound residential underwrite. These underlying strengths are likely to insulate assets again in the future and would be among our top picks for an institution looking for a sound long-term investment today.

“Prime” – that is, regionally-dominant centres – do fare better than the pack and indeed these centres rose significantly in value between 2005 and 2015. However, showing a 50% loss or more in value since 2015 can hardly be labelled “good”, albeit the recovery appears to be under way in 2024.

Mid-market misery

This is the bracket where most centres fell, showing the typical loss of 30-50% between 2005 and 2015 and then a further 60-80% loss at the subsequent post-Covid trade. With lenders’ LTVs around 85%+ pre financial crash and 50-70% post financial crash, it’s easy to see how many assets ended up back with the banks.

Mid-market schemes have been particularly vulnerable and those which lack local dominance also suffer. With an aggregate reduction in value of 80-90%, these do now appear incredibly cheap on a capital value per square foot basis.

Look away now

There were a handful of trades which stood out as even worse than “the bad”, where values had fallen by over 90%, or where the value had fallen by an exceptional 90% in rapid time since 2016. Oversupply is at the heart of the issue here with new centres or exceptional out-of-town competition really driving these drops in value.

Are shopping centres still toxic?

So does this sector now offer an attractively rebased investment opportunity or are shopping centres going to remain toxic for the next cycle, as they have been for the last two? Certainly sentiment seems to be improving with both investors and lenders returning to shopping centres with some vigour. It feels that the rebasing at 60-90% is surely enough to make investment in some areas attractive.

Regionally dominant centres, London schemes and assets offering partial repurposing are the most obvious plays. However, there are likely to be some sound high-yielding opportunities in our second tier towns and cities where centres now thrive off their rebased rents. These will be in locations where oversupply is limited, where occupational demand is sufficient to keep tension on rents and thereby encourage landlords to invest in the physical environment.

For some assets there will be no return and the future looks bleak for ever-ageing centres with 25% vacancy rates or more, and owners which cannot justify further capital expenditure. Dated, enclosed, multi-let schemes face sizeable challenges, not least to meet ESG requirements.

Look out for part two of our shopping centre assessment, which will look at the changing ownership of the UK’s shopping centres over the past 20 years. Who is now seeing these value reductions as appealing and who are those once bitten, twice shy?

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