Annotated Bibliography: E-commerce and Brick-and-Mortar Businesses

This annotated bibliography examines the challenges faced by brick and mortar businesses in the context of growing e-commerce competition. The bibliography includes studies on the impact of online retail on traditional stores, highlighting issues such as reduced customer convenience, changing consumer behavior, and the need for technological adaptation. The studies explore strategies for brick and mortar businesses to regain market share, including adopting omni-channel approaches, utilizing technology for enhanced customer service and convenience, and optimizing logistics. The research emphasizes the importance of integrating online and offline channels to meet customer expectations, improve customer satisfaction, and maintain competitiveness in the evolving retail landscape. The bibliography covers various aspects, from marketing strategies to supply chain management, and provides insights into the evolving business models of both online and offline stores. This annotated bibliography synthesizes multiple studies to provide a comprehensive overview of the challenges and opportunities for brick and mortar businesses in the digital era, emphasizing the importance of adapting to e-commerce trends and leveraging technology to enhance customer experience and operational efficiency. The studies also highlight the importance of social media marketing and customer service delivery in the retail and fast fashion industries.

Running head: ANNOTATED BIBLIOGRAPHY
ANNOTATED BIBLIOGRAPHY
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Dekimpe, M. G., Geyskens, I., & Gielens, K. (2019). Using technology to bring online
convenience to offline shopping. Marketing Letters, 1-5.
This study talks about the growing popularity of the online stores and at the same time
how the brick and mortar stores can regain the market place through the use of technology. The
online channels have reduced the popularity of the offline stores as there are factors like lack of
convenience, customer satisfaction and information in such brick and mortar stores. The research
shows that the brick and mortars can give better customer convenience through the use of
websites, help them in product discovery, personalization of their choices through the use of
technology. Again the huge inconvenience for the customers is the check out problems in the
grocery stores. Using various auto scan technology to have an unmanned “check out zone” adds
to customer satisfaction and convenience.
Amankwah-Amoah, J. (2017). Global consolidation of industries and business failures: insights
from brick-and-mortar and online outlets. Munich Personal RePEc Archive, 1-22.
This paper is about the competitive aspects of the online stores and the brick and mortar
outlets. The study shows that, the growing competition among this two business categories are
actually increasing challenge for the market casing business failures. The small stores are
specifically getting affected by only using the brick and mortar framework for their business.
The study reveals that the overall impression of this conflict is affecting the business models in
both of the business types. The study compares the business models and shows the concept of
Omni-channels business networks the companies are opting.

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Hübner, A., Kuhn, H., Wollenburg, J., & Trautrims, A. (2018). From bricks-and-mortar to
bricks-and-clicks–logistics networks in omni-channel grocery retailing. Empirical Studies
in Multi-Channel and Omni-Channel Retail Operations and Logistics, 2-24.
This study is about the logistics changes in the omni-channel grocery retailing. The paper
talks about the changes in the bricks and porter strategies. The companies are shifting form
“bricks and mortar” to “bricks and clicks” logistics. This is an exploratory study that aims to
analyse the internal logistics channels of the new framework. The bricks and mortar grocery
stores have started to have the facility where the customers can buy the products online and
collect them from the counter. This has enabled them to select their products by a click and make
them available to to customer according to their time convenience. Home deliveries are also
making the bricks and mortars more accessible to the customers.
Cao, H. (2018). The growth of e-commerce and its impact on the fast fashion retailers.
University of Applied Science, 1-37
The fashion industry is known for its designer stores and huge investments in their
marketing. The changing aspects of the fast fashion industry are the main subject of this study.
The companies that are the part of this fast fashion industry are now trying the omni channel
business models. The physical stores will be there in the market, but for marketing they have to
try the online mediums as well. According to the study, there are challenges in the brick and
mortar maintenance. The paper also suggests social media marketing options for the brick and
mortars in fast fashion industry.

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Synthesis
The studies in the brick and mortar and its present practices shows that the e-commerce models
are influencing the profits. The brick and mortar business stores have several drawbacks and the
use of internet has increased the negative factors. The companies should use the omni-channel
for their logistics and marketing. Using the online media for marketing and technological
advances in customer service delivery can give the stores a push. The online stores customers get
better convenience and they can use their applications to order anything from any website. Their
products are been delivered to their doors. Hence, the use of internet and technology is
increasing their popularity in the market. The modern omni-channel strategies are using mixed
channels for the same. Applying technological advancements in the supply chain and logistics of
the offline stores can be instrumental in customer satisfaction. There are customers who still
consider brick and mortar stores to be more convenient option for their buying. From the retail
sectors to the fast fashion industries, omnichannel approach is being considered. Hence, it can be
said from the above discussion that choosing the brick and mortar in the traditional way can
actually be the reason of competitive challenge. In the age of technology, e-commerce is
becoming more convenient option for the customers from all perspectives.