Using technology to bring online convenience to offline shopping

Marnik G. Dekimpe (), Inge Geyskens and Katrijn Gielens ()
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Marnik G. Dekimpe: Marketing at Tilburg University
Katrijn Gielens: University of North Carolina at Chapel Hill

Marketing Letters, 2020, vol. 31, issue 1, No 6, 25-29

Abstract: Abstract In spite of the growing success of the online channel, brick-and-mortar stores can continue to play a pivotal role in consumers’ shopper journey. We discuss how technology can be a key enabler by allowing physical stores to offer the level of convenience consumers have become used to in the online channel.

Keywords: Retailing; Technology; Convenience; Brick-and-mortar; Online (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (18)

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DOI: 10.1007/s11002-019-09508-5

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