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• Case | HBS Case Collection | September 2015 (Revised February 2020)

  Managing Consumer Touchpoints at Nissan Japan

  Thales Teixeira, Nobuo Sato and Akiko Kanno

  In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites, and the physical dealerships. In the last five years, the importance of the dealers in influencing car sales had greatly diminished as consumers researched and chose which make and brand of car to buy online, going to the dealer only to negotiate price, purchase, and receive the car. Given this trend, how should Nissan's top marketer make changes in how Nissan manages these three key consumer touchpoints? And how to better integrate them to maximize sales.

  Keywords: Nissan; Automobiles; cars; touch points; digital marketing; Internet; Web Sites; Marketing Channels; Advertising; Auto Industry; Japan;

  Citation:

  Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised February 2020.)  View Details

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• Article | Journal of Marketing Research (JMR) | December 2019

  The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

  Donald Ngwe, Kris J. Ferreira and Thales Teixeira

  Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even increase conversion. We demonstrate using a simple theoretical framework that inducing consumers to inspect higher-priced items first may simultaneously increase the average price of items sold and the overall expected purchase probability by inducing consumers to search more products. We test and confirm these predictions in a series of field experiments conducted with a dominant online fashion and apparel retailer. Furthermore, using information in historical transaction data about each consumer, we demonstrate that price-sensitive shoppers are more likely to incur search costs to locate discounted items. Our results show that increasing search frictions can be used as a self-selecting price discrimination tool to match high discounts with price-sensitive consumers and full-priced offerings with price-insensitive consumers.

  Keywords: e-commerce; online retailing; friction; effor; search costs; price discrimination; Marketing; Consumer Behavior; Strategy; Price; Retail Industry; Fashion Industry;

  Citation:

  Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 56, no. 6 (December 2019): 944–959.  View Details

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• Case | HBS Case Collection | February 2019 (Revised June 2019)

  Where to Grow Next at Online Marketplace OLX

  The CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are (1) penetration growth by focusing on the core, (2) new markets growth by entering adjacencies, or (3) new products growth by developing new services. Each of these options carries a series of benefits and risks. How should OLX’s CEO compare the options and choose the best path to grow his platform business?

  Keywords: online marketplace; Growth; customer acquisition; Facebook; two-sided network; e-commerce; classifieds; Naspers; Schibsted; innovation; Startup; Market Platforms; Online Technology; Growth and Development Strategy; Business Model; Innovation and Invention; Business Startups; Decision Choices and Conditions; Brazil;

  Citation:

  Teixeira, Thales, Leandro A. Guissoni, and Samy Dana. "Where to Grow Next at Online Marketplace OLX." Harvard Business School Case 519-064, February 2019. (Revised June 2019.)  View Details

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