Why Location is (Still) Everything and What it Means for the Future of Business

Conventional wisdom holds that the Internet has made the world flat, and erased the impact of the physical world on what we buy and where we buy it (online or offline). But Wharton Professor David Bell argues that the way we use the Internet is still largely shaped by our physical surroundings and location. Nearby shops, trendy neighbors, and local sales tax, among other factors, play a critical role in our decision-making process when it comes to buying online. So too, our willingness to search for and consume information depends on where we live and who we live next to. Drawing from his award-winning book, “Location is (Still) Everything,” David offers an in-depth look at online commerce and retailing, and explores the surprising influence of the real world on how we search, shop and sell in the virtual one. He presents his unique GRAVITY framework, a powerful and practical tool that explains how the two worlds connect and what Internet sellers must focus on in order to succeed. It will give entrepreneurs, managers, students and investors the key to better understanding and capitalizing on consumers’ behavior – online and off.

Online Only? Not So Fast. The Future of Business Isn’t Just Digital

The business world is in the throes of the digital age. But just because digital marketing is indispensable, it doesn’t mean we can ignore the impact of offline presence. More than ever, consumers still need to interact with brands in person. Professor David Bell explores the important intersection between online experience and traditional retail. Pointing to real-world examples – such as eyeglasses manufacturer Warby Parker, a brand originally born online that now has thriving retail locations – he discusses the future of marketing and e-commerce, and how to build the right omni-channel experiences for the right customers in the right locations.

David Bell’s Website

Wharton School Faculty Page

Location Is (Still) Everything


Twitter: @davidbnz