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.

Details

Title
Using technology to bring online convenience to offline shopping
Author
Dekimpe, Marnik G 1 ; Geyskens Inge 2   VIAFID ORCID Logo  ; Gielens Katrijn 3 

1  Marketing at Tilburg University, Department of Marketing, Tilburg, the Netherlands (GRID:grid.12295.3d) (ISNI:0000 0001 0943 3265); KU Leuven, Leuven, Belgium (GRID:grid.5596.f) (ISNI:0000 0001 0668 7884) 
2  Marketing at Tilburg University, Department of Marketing, Tilburg, the Netherlands (GRID:grid.12295.3d) (ISNI:0000 0001 0943 3265) 
3  University of North Carolina at Chapel Hill, Chapel Hill, USA (GRID:grid.10698.36) (ISNI:0000000122483208) 
Pages
25-29
Publication year
2020
Publication date
Mar 2020
Publisher
Springer Nature B.V.
ISSN
09230645
e-ISSN
1573059X
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.1007/s11002-019-09508-5
ProQuest document ID
2377214481
Copyright
Marketing Letters is a copyright of Springer, (2019). All Rights Reserved. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.