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      • March 2022
      • Teaching Note

      Farfetch: Digital Transformation for Luxury Brands

      By: Jill Avery and Sunil Gupta
      Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had...  View Details
      Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Digital Marketing; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Retail Industry; Fashion Industry; London; United Kingdom; Portugal
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      Avery, Jill, and Sunil Gupta. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Teaching Note 522-061, March 2022.
      • November 2021 (Revised March 2022)
      • Case

      Farfetch: Digital Transformation for Luxury Brands

      By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
      Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...  View Details
      Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
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      Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised March 2022.)
      • October 2021 (Revised November 2021)
      • Case

      Bodega Aurrera: eCommerce at the Base of the Pyramid

      By: Michael Chu, Álvaro Rodríguez Arregui, Carla Larangeira and Jenyfeer Martinez Buitrago
      Bodega Aurrera, serving the base of the pyramid and Walmart’s main Mexican format, is considering launching a full eCommerce channel as Covid-19 has erupted in the country. In 2019, Bodega Aurrera accounted for 45% of revenues and 2,748 of Walmex’s 3,416 stores. Having...  View Details
      Keywords: Ecommerce; Bottom Of The Pyramid; Digitalization; Omnichannel; Walmart; Business Model; Internet and the Web; Marketing Channels; Technology Adoption; E-commerce; Retail Industry; Latin America; Mexico
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      Chu, Michael, Álvaro Rodríguez Arregui, Carla Larangeira, and Jenyfeer Martinez Buitrago. "Bodega Aurrera: eCommerce at the Base of the Pyramid." Harvard Business School Case 322-059, October 2021. (Revised November 2021.)
      • May 2021 (Revised February 2022)
      • Teaching Note

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Ayelet Israeli and Jill Avery
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...  View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Jill Avery. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Teaching Note 521-097, May 2021. (Revised February 2022.)
      • April 2021
      • Case

      Codecademy: Where to Next?

      By: Jeffrey F. Rayport, Max Mailman and Sarah Ascherman
      In March 2020, Zach Sims, co-founder and CEO of online education platform Codecademy, prepared for a meeting with his Chief of Staff Kunal Ahuja to discuss the company’s goals. Codecademy billed itself as the largest online resource for computer science literacy and...  View Details
      Keywords: Monetization Strategy; Business Model; Change Management; Venture Capital; Leading Change; Growth and Development Strategy; Growth Management; Management Teams; Marketing Channels; Product Marketing; Network Effects; Product Development; Organizational Change and Adaptation; Strategic Planning; Internet and the Web; Digital Platforms; United States
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      Rayport, Jeffrey F., Max Mailman, and Sarah Ascherman. "Codecademy: Where to Next?" Harvard Business School Case 821-093, April 2021.
      • April 5, 2021
      • Article

      Defining a Post-Pandemic Channel Strategy

      By: Frank V. Cespedes
      Companies have experienced a surge of online orders during the pandemic. As the crisis eases, leaders need to decide whether the shift to e-commerce is a permanent “new normal” or a temporary increase. Across sectors, forecasts aimed at answering this question form the...  View Details
      Keywords: Health Pandemics; Marketing Channels; Strategy; Resource Allocation; E-commerce
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      Cespedes, Frank V. "Defining a Post-Pandemic Channel Strategy." Harvard Business Review Digital Articles (April 5, 2021).
      • February 2021 (Revised February 2021)
      • Background Note

      eGrocery and the Role of Data for CPG Firms

      By: Ayelet Israeli, Fedor (Ted) Lisitsyn and Mark A. Irwin
      This notes provides information about the eGrocery industry and how traditional CPG companies handle this channel and potential data. It is recommended to use together with a series of exercises entitled: "E-Commerce Analytics for CPG Firms (A), (B), and (C)."  View Details
      Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Optimization; Analytics and Data Science; Analysis; Customer Value and Value Chain; Marketing Channels; E-commerce; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, Fedor (Ted) Lisitsyn, and Mark A. Irwin. "eGrocery and the Role of Data for CPG Firms." Harvard Business School Background Note 521-077, February 2021. (Revised February 2021.)
      • January 2021 (Revised March 2021)
      • Case

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Jill Avery, Ayelet Israeli and Emma von Maur
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...  View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
      • January 2021 (Revised March 2022)
      • Case

      Arçelik: From a Dealer Network to an Omnichannel Experience

      By: Ayelet Israeli and Fares Khrais
      Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...  View Details
      Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
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      Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021. (Revised March 2022.)
      • January 2021 (Revised March 2021)
      • Supplement

      E-Commerce Analytics for CPG Firms (A): Estimating Sales

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Estimation; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Analytics and Data Science; Analysis; Sales; Goods and Commodities; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (A): Estimating Sales." Harvard Business School Spreadsheet Supplement 521-712, January 2021. (Revised March 2021.)
      • January 2021 (Revised March 2021)
      • Exercise

      E-Commerce Analytics for CPG Firms (A): Estimating Sales

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Estimation; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Direct-to-consumer; DTC; Analytics and Data Science; Sales; Marketing; E-commerce; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (A): Estimating Sales." Harvard Business School Exercise 521-078, January 2021. (Revised March 2021.)
      • January 2021
      • Supplement

      E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail; Retail Analytics; Retailing Industry; Data; Data Sharing; Ecommerce; Assortment Optimization; Assortment Planning; Analytics and Data Science; Retention; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer." Harvard Business School Spreadsheet Supplement 521-713, January 2021.
      • January 2021
      • Exercise

      E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Ecommerce; CRM; Loyalty Management; Assortment Planning; Assortment Optimization; Lifetime Value (LTV); Analytics and Data Science; Analysis; Retention; E-commerce; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer." Harvard Business School Exercise 521-079, January 2021.
      • January 2021 (Revised March 2021)
      • Supplement

      E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Retention; Analytics and Data Science; Analysis; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (C): Free Delivery Terms." Harvard Business School Spreadsheet Supplement 521-714, January 2021. (Revised March 2021.)
      • January 2021 (Revised March 2021)
      • Exercise

      E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

      By: Ayelet Israeli and Fedor (Ted) Lisitsyn
      The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...  View Details
      Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Analytics and Data Science; Retention; E-commerce; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (C): Free Delivery Terms." Harvard Business School Exercise 521-080, January 2021. (Revised March 2021.)
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and...  View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • August 2020 (Revised January 2021)
      • Case

      Digital Marketing at HBS Online

      By: Sunil Gupta and Rajiv Lal
      In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to...  View Details
      Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
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      Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.)
      • July 2020
      • Teaching Note

      Shindigz

      By: Frank Cespedes
      Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded...  View Details
      Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry
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      Cespedes, Frank. "Shindigz." Harvard Business School Teaching Note 821-024, July 2020.
      • December 2019
      • Case

      Walmart Ecommerce (A): Picking up the Pace

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014....  View Details
      Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (A): Picking up the Pace." Harvard Business School Case 720-425, December 2019.
      • December 2019
      • Case

      Walmart Ecommerce (B): Omnichannel Pursuits

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...  View Details
      Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (B): Omnichannel Pursuits." Harvard Business School Case 720-426, December 2019.
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