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Frank Harvey Endowed Professor of Marketing

Dipayan Biswas

Dipayan Biswas, the Frank Harvey Endowed Professor of Marketing in the School of Marketing and Innovation, teaches an undergraduate-level course in basic marketing, a graduate-level course in brand management, and a PhD-level course in sensory marketing.<br/><br/> His key research interests are in the domains of sensory marketing and digital marketing, with focus on topics related to retailing, food, and health. His research has been published in the Journal of Consumer Research, the Journal of Marketing and the Journal of Marketing Research, among others.<br/><br/> He is an associate editor of the Journal of Marketing Research and on the editorial review boards of the Journal of Consumer Research and the Journal of Marketing. He is also an associate editor of the Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Public Policy and Marketing.

1 article
Contributor Brief·Dipayan Biswas · 1 articles
Updated Oct 16, 2023

Security technology must balance theft prevention with frictionless customer experience

Biswas argues that retailers face an unsolvable paradox: anti-theft security measures necessary to combat organized retail crime simultaneously create transaction friction that alienates legitimate customers and drives closures. Technology is the only tool that can thread this needle by enabling loss prevention without visibility to shoppers.

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critical tension retailers cannot ignore without losing viability

“Store closures underscore a critical tension retailers face: implementing security measures that deter criminals without creating friction that drives away legitimate customers.”

Amid Concerns Over Organised Retail Theft

The retail security dilemma: competing imperatives

Combat organized retail theft10
Eliminate customer transaction friction10
Maintain store profitability and openness9

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34%Combat organized
Combat organized retail theft
Eliminate customer transaction friction
Maintain store profitability and openness

Tech-enabled solutions

required pathway to reconcile security and customer experience simultaneously

Retailers must turn to tech to safeguard stores and enhance customer experience.

Amid Concerns Over Organised Retail Theft

Store closures underscore a critical tension retailers face implementing security without creating customer friction.

Amid Concerns Over Organised Retail Theft

“Security measures that deter criminals drive away the legitimate customers retailers depend upon.”

Themes:Security-experience paradox in retail operationsTechnology as friction-elimination enablerOrganized retail crime as existential threat to store viability

Latest article

Retail · Oct 16

Amid Concerns Over Organised Retail Theft, Retailers Must Turn to Tech to Safeguard Stores and Enhance Customer Experience

Store closures underscore a critical tension retailers face: implementing security measures that deter criminals without creating friction that drives away legi

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Amid Concerns Over Organised Retail Theft, Retailers Must Turn to Tech to Safeguard Stores and Enhance Customer Experience

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  • AM
    Alex M.·2h agoquestion

    What sparked your research into disruptive innovation?

    Curious what the original insight was that led you to the Innovator's Dilemma framework.

  • SL
    Sophia L.·1d agoidea

    Would love a deep-dive into EdTech adoption barriers.

    Your framing of sustaining vs. disruptive innovation feels directly applicable to school systems.

  • DR
    David R.·3d agoquestion

    How do you see AI changing the personalized learning landscape?