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Rohvi
Anik, Lalin; Mittal, Aerika; Yemen, Gerry Case M-1007 / Published January 6, 2021 / 12 pages.
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Product Overview

This case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion in order to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger clients. The founder of Rohvi, Sara Whiffen, created a platform that allowed shoppers to buy clothing items from local retail stores, use them, and after a few wears, return the items for partial store credit. The business model was based on Whiffen's experience in the automobile industry with used cars. Following her first few years in the business, Whiffen had to make some decisions around engaging clients on two sides—retailers and consumers. How could an innovative start-up leverage behavioral science to persuade multiple stakeholders?


Learning Objectives

- Learn marketing concepts in material and a tech platform featuring a female protagonist and team. - Practice evaluating a product and capturing value using behavioral science. - Understand consumer/business biases and practice forming and delivering a persuasive message. - Learn to leverage and create new insights to aid behavior change in business-to-consumer (B2C) and business-to-business (B2B) contexts. - Analyze behavioral insights to identify new opportunities in a competitive marketplace. - Unfold a framework to explore consumer motivation in recommerce. - Explore the use of experimentation in changing consumer behavior and improving decision-making.

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  • Overview

    This case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion in order to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger clients. The founder of Rohvi, Sara Whiffen, created a platform that allowed shoppers to buy clothing items from local retail stores, use them, and after a few wears, return the items for partial store credit. The business model was based on Whiffen's experience in the automobile industry with used cars. Following her first few years in the business, Whiffen had to make some decisions around engaging clients on two sides—retailers and consumers. How could an innovative start-up leverage behavioral science to persuade multiple stakeholders?

  • Learning Objectives

    Learning Objectives

    - Learn marketing concepts in material and a tech platform featuring a female protagonist and team. - Practice evaluating a product and capturing value using behavioral science. - Understand consumer/business biases and practice forming and delivering a persuasive message. - Learn to leverage and create new insights to aid behavior change in business-to-consumer (B2C) and business-to-business (B2B) contexts. - Analyze behavioral insights to identify new opportunities in a competitive marketplace. - Unfold a framework to explore consumer motivation in recommerce. - Explore the use of experimentation in changing consumer behavior and improving decision-making.