Competing in the Age of Omnichannel Retailing

As technology blurs the distinctions between physical and online retailing, retailers and their supply-chain partners will need to rethink their competitive strategies.

BY ERIK BRYNJOLFSSON, YU JEFFREY HU AND MOHAMMAD S. RAHMAN

Brandon McDonald, of Nashville, Tennessee, visited a local Best Buy to purchase a digital single-lens reflex camera. After browsing through the available products, he decided that he liked the Nikon D5100. To verify the price, he scanned the barcode with the RedLaser app on his smartphone. McDonald found that Amazon.com’s price was lower than Best Buy’s, so he purchased the camera from Amazon using his phone as he stood in the store. Although he and his wife had intended to ...

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