The digital transformation increasingly impacts the competitive retail market structure in favor of e-commerce and digital business models, while many Brick and Mortar (BaM) retailers are struggling to meet customers’ expectations. Supported by the customer adaption of e-commerce and digital technologies, this paper applies the lens of channel complementary theory to BaM. We examine, which e-service touchpoints from e-commerce can be transferred to the physical servicescape of BaM retail to complement customer journeys. Drawing from the dominant design theory, we first assess leading e-commerce solutions to identify dominant e-service touchpoints, which are then mirrored for their application in BaM retail. Second, we surveyed 250 shoppers to elicit the likeliness of use regarding these touchpoints. Our results provide a foundation for both academia and retail to advance the knowledge of relevant e-service touchpoints in BaM
