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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. 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. 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 article
Updated Oct 16, 2023

Security technology must balance loss prevention with frictionless customer experience

Biswas argues that retailers face an unresolved paradox: organized retail theft is forcing store closures, yet aggressive security measures create customer friction that drives away legitimate shoppers. He advocates for technology-enabled solutions that prevent loss while preserving the seamless experience that defines modern retail competitiveness.

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

Amid Concerns Over Organised Retail Theft, Retailers Must Turn to Tech

Retail security imperative: balancing loss prevention against customer retention

Organized retail theft as store closure driver9
Technology as solution enabler8
Customer experience preservation requirement9

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35%Organized retail
Organized retail theft as store closure driver
Technology as solution enabler
Customer experience preservation requirement

1 core tension

security friction vs. legitimate customer retention drives retail strategy

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Themes:Security-experience paradox in retailTechnology as friction reducerOrganized retail theft as existential threat

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