Companies need digital technologies in an omni-channel buying world where online and in-person interactions are complements, not either / or substitutes. Multi-channel hybrid sales solutions are required, but what are the key requirements for using the available technology for competitive advantage?
What options does digital technology offer us in order to gain competitive advantage in hybrid sales channels? Based on work with companies, we see lessons from dealing with a humble but pervasive retail outlet: convenience stores and small eating / drinking venues. In the United States, 8 out of 10 people visit weekly one or more of 150,000 convenience stores, 65 per cent of which are independent and not part of a chain such as 7-Eleven or Circle K. The U.S. has one such outlet for every 2,200 people,…
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The European Business Review (Digital) - 1 Issue, March/April 2025