“…To remain relevant, brick-and-mortar retailers must leverage known channel advantages such as hedonic shopping benefits ( Ballantine et al, 2010 ; Childers et al, 2001 ; Yim et al, 2014 ), customer loyalty to a distinct store brand offering ( Hoskins, 2016 ; Huang and Feng, 2020 ; Liu et al, 2018 ), and the ability of customers to conveniently touch, feel, and experience products ( Gahinet and Cliquet, 2018 ; Pantoja et al, 2020 ), while also adapting to changing conditions in innovative and strategic ways ( Pantano and Vannucci, 2019 ). Brick-and-mortar retailers may need to re-think a variety of strategic decisions that include, but are not limited to: pricing, promotional support, service support, and product strategy.…”