Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • 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
ShareBar

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).
  • Find it at Harvard
  • Read Now

About The Authors

Jill J. Avery

Marketing
→More Publications

John A. Deighton

→More Publications

More from the Authors

    • September 2023
    • Faculty Research

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    • June 2023
    • Faculty Research

    Introduction to the RC Marketing Course: Fall 2023

    By: Jill Avery and Sunil Gupta
    • June 2023
    • Faculty Research

    Enhancing Your Contribution to Group Learning in Marketing

    By: Jill Avery
More from the Authors
  • The Meteoric Rise of Skims By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
  • Introduction to the RC Marketing Course: Fall 2023 By: Jill Avery and Sunil Gupta
  • Enhancing Your Contribution to Group Learning in Marketing By: Jill Avery
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College