“THIS RESEARCH CHANGED OUR WAY OF THINKING”

MMGO Mall is a chain of 15 department stores in Guangxi Province, China. Like most brickand-mortar retailers, it’s trying to get online and in-store customers to buy more from both channels.

Xiao Qin, MMGO’s Director of Electronic Business, spoke with HBR about how the research on omnichannel couponing has influenced the chain’s strategy. Edited excerpts follow.