Using technology to bring online convenience to offline shopping

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)


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
Pages (from-to)25-29
JournalMarketing Letters
Issue number1
Publication statusPublished - Mar 2020


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


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