TY - JOUR
T1 - Retailing in Today’s World: Multiple Channels and Other Strategic Decisions Affecting Firm Performance
AU - Grewal, Dhruv
AU - Roggeveen, Anne L.
AU - Runyan, Rodney
AU - Nordfält, Jens
AU - Vazquez Lira, Maria Elena
PY - 2017/1/1
Y1 - 2017/1/1
N2 - The introduction of smartphones and apps, and the resulting increase of the connectivity of customers around the globe, has shifted how customers shop. Deciding how to adopt and leverage technology to better serve their customers and improve their shopping experiences thus has become a question of great stra- tegic importance to retailers (Grewal and Levy, 2009; Grewal et al., 2009). To succeed, retailers must allow their business models to evolve and create seamless shopping experiences and offerings, across all channels, including not just well-established brick-and- mortar stores, catalogs, and online stores, but also mobile apps and social media.
AB - The introduction of smartphones and apps, and the resulting increase of the connectivity of customers around the globe, has shifted how customers shop. Deciding how to adopt and leverage technology to better serve their customers and improve their shopping experiences thus has become a question of great stra- tegic importance to retailers (Grewal and Levy, 2009; Grewal et al., 2009). To succeed, retailers must allow their business models to evolve and create seamless shopping experiences and offerings, across all channels, including not just well-established brick-and- mortar stores, catalogs, and online stores, but also mobile apps and social media.
U2 - 10.1016/j.jretconser.2016.01.007
DO - 10.1016/j.jretconser.2016.01.007
M3 - Article
SN - 0969-6989
VL - 34
SP - 261
EP - 263
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 1
ER -
