Inside the Mind of the Shopper: The Science of Retailing, Second Edition

4. Integrating Online and Offline Retailing: An Interview with Peter Fader and Wendy Moe

Author’s Note

In the seven years since we first published this book, online retailers have firmly and inextricably established their dominance in the retail industry. No longer just a distant cousin to bricks retail, online retail is driving an evolution of the industry that rivals the emergence of the self-service retail concept. As we have shown in previous chapters, online retail employs personal selling techniques and tools that not only are rapidly propelling them to the front of the global market, but also are changing the way shoppers shop in the bricks world. That’s why, seven years later, this chapter is even more relevant and prescient than before. ...