E-commerce in a Physical Store: Which Retailing Technologies Add Real Value?
Download
To Suggested Citation
Suggested Citation
Linzbach, P., Inman, J., & Nikolova, H. (2019). E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value? NIM Marketing Intelligence Review, 11(1), 43-47. DOI: https://doi.org/10.2478/nimmir-2019-0007

Register for our Newsletter

NIM Marketing Intelligence Review – The Future of Retailing

E-commerce in a Physical Store: Which Retailing Technologies Add Real Value?

Authors

  • Peter Linzbach, Geschäftsführender Gesellschafter & Lehrbeauftragter, Small Capital Investment GmbH & Universität zu Köln, Deutschland, peter.linzbach@uni-koeln.de
  • J. Jeffrey Inman, Albert Wesley Frey Professor of Marketing, Katz Graduate School of Business, University of Pittsburgh, PA, USA, jinman@katz.pitt.edu
  • Hristina Nikolova, Coughlin Sesquicentennial Assistant Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA, hristina.nikolova@bc.edu
Download Article

Peter Linzbach, J. Jeffrey Inman and Hristina Nikolova 

To remain competitive in a connected world, offline retailers have responded with integrating digital in-store technologies into their physical servicescapes. Often, the introduction of multichannel connecting services like click & collect or order from or return to store are first steps.  

Shopper-facing advanced technologies can be key to creating a different physical shopping experience for consumers and delivering benefits to retailers such as improved traffic, conversion and baskets or streamlined operational cost. In general, consumers consider retailing technologies as useful. However, shoppers assess the fairness of the exchange about procedures, outcome and treatment and the value of the technology they receive compared to what the retailer gets. Also, satisfaction, trust and privacy concerns are relevant for customers. Retail managers need to ensure the functionality and safety of their application and take consumer concerns seriously. Also, they need to address privacy concerns and build trust, if they want proximity marketing to deliver on its promise of increasing basket size or attracting new shoppers. 

Authors

  • Peter Linzbach, Geschäftsführender Gesellschafter & Lehrbeauftragter, Small Capital Investment GmbH & Universität zu Köln, Deutschland, peter.linzbach@uni-koeln.de
  • J. Jeffrey Inman, Albert Wesley Frey Professor of Marketing, Katz Graduate School of Business, University of Pittsburgh, PA, USA, jinman@katz.pitt.edu
  • Hristina Nikolova, Coughlin Sesquicentennial Assistant Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA, hristina.nikolova@bc.edu
Share Publication
Copy link
Suggested Citation
Linzbach, P., Inman, J., & Nikolova, H. (2019). E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value? NIM Marketing Intelligence Review, 11(1), 43-47. DOI: https://doi.org/10.2478/nimmir-2019-0007

Other articles of the MIR issue “The Future of Retailing”

Here you can find more exciting articles of this issue.

To the entire issue

[Translate to English:]

Reinventing the Retailer: Retaining Relevance and Customer Access

The retail sector is evolving from a structurally rather rigid and somewhat un-emotional mainstay in the economy to a most dynamic field …

Go to article
[Translate to English:]

Digitalized Interactive Platforms: Turning Goods and Services into Retail Co-Creation Experiences

With the rise of digital technologies, retailing has become a field of value co-creation. Rather than selling readymade products and …

Go to article
[Translate to English:]

Keeping Loyalty Programs Fit for the Digital Age

Though some managers question the success of loyalty programs (LPs), the core idea of leveraging information gained through loyalty …

Go to article
[Translate to English:]

The Perils of Retail Price Differentiation: Why Nobody Wins When Customers Lose

Price differentiation is a longstanding marketing instrument in retailing. In our digital omni-channel environment its implementation may …

Go to article
[Translate to English:]

Big Data and Analytics in Retailing

Big data are taking center stage for decision-making in many retail organizations. Customer data on attitudes and behavior across channels …

Go to article
[Translate to English:]

Technologies Turning Future Brick-and-Mortar Stores into Data-Rich Environments

Visitors of an online retailer’s website leave digital traces. Every click and each interaction on the website generate information about …

Go to article
[Translate to English:]

Interview: eBay: Transforming an Auction House into a Retailing Platform

Auction thrill for everybody – no matter if you are the buyer or seller – that´s what has made eBay famous and attractive in its early …

Go to article

Latest issues

All issues

2025-04

Influencer Marketing and the Creator Economy

Influencer Marketing Relationship Building Livestream Commerce
Go to issue

2024-10

Platform Business

Platform Strategies Platforms and Brands Business Innovation
Go to issue

2024-04

Generative AI - Reshaping the Marketing Landscape

Content Creation AI-Support Prompt Engineering
Go to issue
Scroll to top