Clicks Go Better With Bricks

Discussion
Jul 09, 2003
George Anderson

By George Anderson


Consumers shopping on the web are increasingly making the trip to the local store to pickup their order, according to a Chicago Tribune report.


David Fry, president, Fry Inc., a firm that works with retailers on e-commerce said, “The whole success of e-commerce today is multi-channel. Seventy-five percent of Internet sales are from multi-channel retailers, and the ones that are most successful are those that are engaged across all levels.”


Moderator’s Comment: Where do you see opportunities
for improvement in bricks and clicks operations?


Integration between bricks and clicks still has a ways
to go.


We know of one instance when a customer went to pickup
a purchase only to find the store was out of stock when they arrived. The Web
site on which the order was placed directed the consumer to the store location
because it had it listed as having stock on hand.

[George
Anderson – Moderator
]

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