January 19, 2001, 12:00 AM

Web Sales Should Support Offline Channels, Study Says

Internet merchants have focused too much attention on the mechanical aspects of selling and have missed opportunities to influence customers, according to new research from The Yankee Group. A new study by the Boston, Mass.-based research firm contends that the key to successful sales on the Internet is balancing online and offline selling strategies, and that for maximum gain, Internet selling techniques should integrate with and enhance traditional sales channels ö a solution that depends on software designed and integrated to support multichannel sales.

"The fading allure of pure dot-com business models has made it clear that, for most companies at least, multichannel solutions are most appropriate," says Chris Selland, vice president at The Yankee Group. The research underscores the need for a unified platform for the entire range of selling processes across all channels to provide a complete view of customer behavior and selling patterns.

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