If an online-only brand opens a dedicated, brick-and-mortar brand store, how does it affect sales in their online and supermarket channels? A new Journal of Marketing study explores.

Read an in-depth recap of this research here: https://www.ama.org/2023/10/10/online-only-brands-often-seek-placement-in-supermarkets-when-should-they-open-their-own-stores/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231193371

Reference: Michiel Van Crombrugge, Els Breugelmans, Florian Breiner and Christian W. Scheiner, “Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: brand stores, supermarkets, physical products, consumer goods

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠University FM