The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer

Abstract

After the dot-corn bust there is considerable evidence that multi-channel retailers are more successful than purely on-line retailers. Multi-channel retailing is becoming mainstream and considerable research exists on successful multi-channel strategies. Despite this, some organisations are having more success than others with their multi-channel approach. We talked to the management of one of Australasia's most successful multi-channel apparel and home-ware retailers about the theory and practice of multichannel retailing, with the aim of building on existing theory in multi-channel e-commerce. [ABSTRACT FROM AUTHOR]