Using technology to bring online convenience to offline shopping

Marnik G. Dekimpe; Inge Geyskens; Katrijn Gielens

doi:10.1007/s11002-019-09508-5

Using technology to bring online convenience to offline shopping

Marnik G. Dekimpe, Inge Geyskens, Katrijn Gielens

Research output: Contribution to journal › Article › Scientific › peer-review

6 Citations (Scopus)

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.

Original language	English
Pages (from-to)	25-29
Journal	Marketing Letters
Volume	31
Issue number	1
DOIs	https://doi.org/10.1007/s11002-019-09508-5
Publication status	Published - Mar 2020

Keywords

retailing
technology
convenience
brick-and-mortar
online

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10.1007/s11002-019-09508-5

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title = "Using technology to bring online convenience to offline shopping",

abstract = "In spite of the growing success of the online channel, brick-and-mortar stores can continue to play a pivotal role in consumers{\textquoteright} 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.",

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author = "Dekimpe, {Marnik G.} and Inge Geyskens and Katrijn Gielens",

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AU - Dekimpe, Marnik G.

AU - Geyskens, Inge

AU - Gielens, Katrijn

PY - 2020/3

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N2 - 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.

AB - 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.

KW - retailing

KW - technology

KW - convenience

KW - brick-and-mortar

KW - online

U2 - 10.1007/s11002-019-09508-5

DO - 10.1007/s11002-019-09508-5

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JO - Marketing Letters

JF - Marketing Letters

SN - 0923-0645

IS - 1

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Using technology to bring online convenience to offline shopping

Abstract

Keywords

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