| Name of Speaker | Victor Martínez de Albéniz |
| Schedule | 5 September 2025, 10am – 11.30am |
| Venue | HSS 4 – 7 (Hon Sui Sen Memorial Library, level 4 Seminar Room) |
| Link to Register
|
https://nus-sg.zoom.us/meeting/register/kZSaUc7SR_GuEKdg2LC_SA |
| Title | Digital Nudges at the Van Gogh Museum Increase Engagement, Pace Visitors, and Reduce Congestion |
| Abstract | Digital nudges have the potential to enrich experiential services, but little is known about how they affect behaviors in the field. From 2022 to 2024, we run field experiments at the Van Gogh Museum, testing the effect of interventions on the multimedia tour on visitor content consumption and movements. We find that providing that providing a highlight selection with a simple information architecture can increase consumption, coverage of the collection, without requiring more visit duration, thereby containing museum fatigue. Furthermore, faster visitor flows reduce congestion, creating a positive externality on others. Thus, well-designed digital nudges can produce more effective visits, that improve both consumer and service provider outcomes. |
| About the Speaker | Victor Martínez de Albéniz is a Full Professor in the Operations, Information and Technology Department at IESE Business School. He joined IESE in 2004 after earning a PhD from the Operations Research Center at the Massachusetts Institute of Technology (MIT) and an engineering degree from École Polytechnique in France.
His research spans a broad spectrum of Operations Management. He began his career working on supply chain management, optimizing inventory and purchasing systems to combine low costs with flexibility and innovation. He then moved into the retail sector, developing fashion trend forecasts, leveraging big data to respond to demand shocks, and optimizing the in-store customer experience. More recently, he has applied his expertise to improving education systems. For more information, please see https://blog.iese.edu/martinezdealbeniz/ |
