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 |
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Pages (from-to) | 25-29 |
Journal | Marketing Letters |
Volume | 31 |
Issue number | 1 |
DOIs | |
Publication status | Published - Mar 2020 |
Keywords
- retailing
- technology
- convenience
- brick-and-mortar
- online