Using technology to bring online convenience to offline shopping

Research output: Contribution to journalArticleScientificpeer-review


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 languageEnglish
JournalMarketing Letters
Publication statusE-pub ahead of print - 5 Dec 2019



  • retailing
  • technology
  • convenience
  • brick-and-mortar
  • online

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