7Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland)

While I have spent most of my career studying the click-click-click of shopping carts in physical retail stores, the click-click-click of online retailing has emerged as an important new window on shopper behavior. With new technologies moving into retail stores, and increasing integration of online and offline commerce, studying online retailing also provides insights into how shopping might evolve in the future. I had long been aware of Wharton Professor Peter Fader’s shopper modeling studies in physical retail stores and have had a chance to collaborate with him in studying the in-store shopping process. ...

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