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Using technology to bring online convenience to offline shopping

Dekimpe,Marnik
; 
Geyskens,Inge
; 
Gielens,Katrijn
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.
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Date
2020-03
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Tilburg University Research Output Collection
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Keywords
retailing, technology, convenience, brick-and-mortar, online
Citation
Dekimpe, M, Geyskens, I & Gielens, K 2020, 'Using technology to bring online convenience to offline shopping', Marketing Letters, vol. 31, no. 1, pp. 25-29. https://doi.org/10.1007/s11002-019-09508-5
URI
https://hdl.handle.net/20.500.14602/72462
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