Established in 2010, the Marketing Center’s Brown Bag Seminar serves as a platform for intellectual and social exchange: leading scholars from around the world present and discuss their current and ongoing research projects with the MCM research community. 

In our most recent session, the MCM had the pleasure of welcoming Prof. Peter Verhoef, Dean of the Faculty of Economics and Business at the University of Groningen, renowned for his groundbreaking work in customer management, loyalty, and multichannel marketing. 

Prof. Verhoef presented his research, “Should All Customers Be Multichannel? Investigating the Moderating Role of Brand and Loyalty Tier,” which explores how the effectiveness of multichannel strategies is shaped by a firm’s brand offerings and the diverse characteristics of its customer base. Using an extensive dataset, the study shows that multichannel customers are not always more valuable. Single channel customers generate more revenue for the highest-level loyalty tier and for the combinations of the highest-level loyalty tier and brand tiers. 

Prof. Peter Verhoef’s presentation inspired a lively and engaging discussion among the attendees, ranging from professors to assistant professors and PhD students. The MCM would like to thank Prof. Peter Verhoef for his great contribution to the Brown Bag series and for sharing his insights.