---
title: "Technology: Bridging the Gap Between Online and Brick-and-Mortar Retail"
date: 2011-09-01T02:00:00-07:00
canonical_url: "https://www.iqmetrix.com/news/technology-bridging-the-gap-between-online-and-brick-and-mortar-retail"
section: News
---
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   [Link to the original article.](http://content.yudu.com/Library/A1u5o3/SMEIMarketingTimesSe/resources/18.htm)

**Published in: SMEI Marketing Times  
 Date: September 2011 Issue**

By Chris Krywulak, CEO and Founder, iQmetrix

Technology has changed consumers’ view of in-store shopping. Online shopping and mobile access to information via smartphones allow consumers to determine -- prior to setting foot in a store -- the product they want, at the price they want, from the store with the biggest variety. Today’s shopper looks for a new, more convenient, informative and engaging in-store experience; one providing all the benefits of online shopping with the primary advantages of shopping in person, the ability to touch and try the desired product and leave the store with it in hand.

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