Charting the multi‐channel future: retail choices and constraints

Abstract

Whilst the events of 2000 and 2001 would appear to have reduced significantly the attractiveness of e‐commerce as a viable source of revenue growth for retailers, writing off electronic distribution channels may be premature. Growth in online transactions in, for example, the USA and the UK – whilst slower than commentators had predicted – is nevertheless encouraging. Retailing appears to be polarizing between those willing to embrace e‐commerce for longer‐term benefit and those for whom e‐commerce is not seen as a desirable route to growth. The indirect, informational effect of the Internet on the consumer buying process and the perception of retail brands is a further consideration for those contemplating multi‐channel futures. Finally, the article illustrates that the integrative challenges of multi‐channel retailing are capable of being resolved in more than one way.

Citation

Reynolds, J. (2002), "Charting the multi‐channel future: retail choices and constraints", International Journal of Retail & Distribution Management, Vol. 30 No. 11, pp. 530-535. https://doi.org/10.1108/09590550210449386