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  • November 2013
  • Article
  • GfK Marketing Intelligence Review

Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella
  • Format:Print
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Abstract

Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these options, and multichannel retailing has become common in most product categories. By offering several channels, retailers are trying to reach more consumer segments and create synergies, with stores acting as billboards for the brand, catalogs providing enticing reminders to buy and the Internet providing an ever-present storefront. But synergies do not arise automatically. Different channels can also cannibalize one another, and it is not always easy to predict which effects will prevail. A recent study took a closer look at the interplay among different retail channels and showed that the short-term effects of store openings can be very different from the long-term sales impact.

Keywords

Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States

Citation

Avery, Jill, Thomas Steenburgh, John A. Deighton, and Mary Caravella. "Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping." GfK Marketing Intelligence Review 5, no. 2 (November 2013).
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About The Authors

Jill J. Avery

Marketing
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John A. Deighton

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More from the Authors

    • March–April 2023
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    Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?

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    The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

    By: John A. Deighton and Leora Kornfeld
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    The Internet's Effects on Consumption: Useful, Harmful, Playful

    By: John A. Deighton and Leora Kornfeld
More from the Authors
  • Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation? By: Jill Avery and Marco Bertini
  • The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation By: John A. Deighton and Leora Kornfeld
  • The Internet's Effects on Consumption: Useful, Harmful, Playful By: John A. Deighton and Leora Kornfeld
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