Journal
MARKETING LETTERS
Volume 31, Issue 1, Pages 25-29Publisher
SPRINGER
DOI: 10.1007/s11002-019-09508-5
Keywords
Retailing; Technology; Convenience; Brick-and-mortar; Online
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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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