In this episode of Add To Cart, we are joined by Jason and Jessica Pallant, the his and hers of marketing research, a dream team package whose academic take on Ecommerce provides much needed clarity and a fresh perspective. Their recently published paper (aptly titled The NIghtmare Before Christmas) delves into how brands feel about taking on Black Friday, Cyber Monday, Pre-Christmas, the lot.  They asked a bunch of retailers to spill the beans on their approaches to the sales in an attempt to work out how to change the race to the bottom for everyone’s benefit.  Today, we discuss the key findings from their research, the practical solutions they recommend for retailers who want sales success and we also hear their top tip for standing out during the festive season.  If you want to have a look at the research for yourself, you can download The Nightmare Before Christmas from the Add to Cart website.

Links from the episode:

The Nightmare Before Christmas

Shopify Plus (sponsored)

Signet (sponsored)

Questions answered:

• What were your major findings in the research report you’ve undertaken about pre Christmas sales? 
• Do you expect any different behaviours or strategies for retailers in PCMS this year? 
• YoY PCMS 2023 vs 2023 - do you think Australian retail will be up, down or flat? 

About your co-hosts: Jason Pallant from RMIT University

Dr Jason Pallant is a Senior Lecturer at RMIT University, researching the impact of emerging technologies on customer experience, as well as Director of Knowledge Enablement at The Lumery, where he is leading the development of a new MarTech and CX learning platform. Jason has authored over 20 peer-reviewed academic studies on retail topics ranging from omnichannel retail, augmented reality, showrooming, and data privacy, and regularly shares his research as a featured author for Inside Retail.

You can contact Jason at LinkedIn

Jessica Pallant from Swinburne University of Technology

Dr Jessica Pallant is a Marketing Academic within Swinburne Business School with specific expertise in consumer services, customer experience, and the impacts of emerging technologies. She has a PhD in Marketing focused on the human side of customisation technologies, and has led multiple studi

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