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Multichannel Retailing And Its Implications On …
IntroductionComscore networks recently reported that online non-travel retail spending surpassed the $100 billion mark to reach $ billion in 2006 ( ). This represents a 24% increase over 2005 totals. Such a rapid growth in online Retailing is forcing retailers to struggle with multi-channel options and channel integration issues. This is a departure of over a hundred years of practice followed by most big retailers, who have previously offered their customers only two channels for shopping: in-store or mail-order from catalogues. With the advent of the Internet, however, retail companies that traditionally offered only one or two channels could use online sales channels as a third option, which could respond to new opportunities and challenges (Jette, 2005).
2 Journal of Shopping Center Research Volume 14, Number 2, 2007 one channel. Finally, a study by McKinsey Consulting reports that retail customers
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