Retailers Need to Learn How to Effectively Juggle In-Store and Online Shopping

They spread themselves too thin trying to cater to both simultaneously

Hand pointing at a store and another hand pointing at laptop designed as a store
Getty Images, Pixabay

As I waited in line at a popular local restaurant, I watched the lone cashier assist a constant flow of drivers from four different delivery services who were picking up orders. I smiled sympathetically at her as she arranged orders on the counter. She was kind and efficient at her job, but there was no time for idle chitchat or for her to tell me about the special of the month because 12 more delivery orders just flashed on her screen.

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Debika Sihi is an associate professor of business at Southwestern University and is a member of our Adweek Academic Council.
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