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Using technology to bring online convenience to offline shopping

Author

Listed:
  • Marnik G. Dekimpe

    (Marketing at Tilburg University
    KU Leuven)

  • Inge Geyskens

    (Marketing at Tilburg University)

  • Katrijn Gielens

    (University of North Carolina at Chapel Hill)

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.

Suggested Citation

  • Marnik G. Dekimpe & Inge Geyskens & Katrijn Gielens, 2020. "Using technology to bring online convenience to offline shopping," Marketing Letters, Springer, vol. 31(1), pages 25-29, March.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:1:d:10.1007_s11002-019-09508-5
    DOI: 10.1007/s11002-019-09508-5
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    References listed on IDEAS

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    1. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
    2. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Michela C. Mason & Francesco Massara & Francesco Raggiotto, 2022. "An analysis of the relationships between human, technological and physical factors in the retail banking sector," Italian Journal of Marketing, Springer, vol. 2022(2), pages 249-266, June.
    2. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    3. Sharma, Piyush & Ueno, Akiko & Kingshott, Russel, 2021. "Self-service technology in supermarkets – Do frontline staff still matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Lien Lamey & Els Breugelmans & Maya Vuegen & Anne ter Braak, 2021. "Retail service innovations and their impact on retailer shareholder value: evidence from an event study," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 811-833, July.
    5. Keller, Kristopher O. & Dekimpe, Marnik G. & Geyskens, Inge, 2022. "Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research," Journal of Retailing, Elsevier, vol. 98(1), pages 5-23.
    6. Aw, Eugene Cheng-Xi & Kamal Basha, Norazlyn & Ng, Siew Imm & Ho, Jo Ann, 2021. "Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Inge Geyskens & Barbara Deleersnyder & Marnik G. Dekimpe & Didi Lin, 2024. "Do consumers benefit from national-brand listings by hard discounters?," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 97-118, January.
    8. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.

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