Multi-Channel Retailing: True cross-channel: Integrating a web site into the store experience
The retail web site is playing a growing role in retailers’ bricks-and-mortar stores. More retailers offer attractive, user-friendly kiosks where customers can order online for shipment to their homes or to a nearby store, or to check product availability in other stores in a chain. Store shoppers can also check and add to online gift registries and wish lists, and review and buy digital music and books. Some stores like The North Face are introducing large electronic screens that present product images based on web activity. Borders is building concept stores that emphasize educating consumers on using web-based services. This story will examine best practices in integrating web and store, and the costs and benefits.