Abstract
Despite the allure of online shopping, in which everything is just a mouse click away, most consumers spend much time in the physical world of retailing. Indeed, the great majority of all retail purchases is still made in brick and mortar stores – not online (Bronnenberg and Ellickson, 2015; Turow, 2017). Shopping-related tasks have become more convenient over time as most firms strive to improve service quality and customer satisfaction, but the physical world is not yet perfect from a convenience point of view.