Can e-commerce save retail?

Professor of Marketing Ruth Bolton shares why digital technologies alone can't rescue retail. She explains that companies must integrate the digital, physical, and social aspects of shopping to satisfy the majority of their customers, especially during the COVID-19 pandemic.

Professor of Marketing Ruth Bolton shares why digital technologies alone can't rescue retail. She explains that companies must integrate the digital, physical, and social aspects of shopping to satisfy the majority of their customers, especially during the COVID-19 pandemic.

In this article published on Oct. 19 in Entrepreneur:

The best way for companies to please most customers is to integrate the physical, social, and digital aspects of shopping. This is particularly important in a time of crisis when many consumers are seeking reassurance and security. As retailers rush online in response to social distancing, they shouldn’t ignore the need to restore trust and rebuild relationships with customers that have been disrupted by the pandemic.

– Ruth Bolton, professor of marketing