Open AccessThe Buywell Way: seven essential practices of a highly successful multi-channel e-tailer
Author(s) -
Mary Tate,
Beverley G. Hope,
Brent Coker
Publication year - 2005
Publication title -
ajis. australasian journal of information systems/ajis. australian journal of information systems/australian journal of information systems
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.351
H-Index - 18
eISSN - 1326-2238
pISSN - 1039-7841
DOI - 10.3127/ajis.v12i2.88
Subject(s) - bust , channel (broadcasting) , mainstream , business , clothing , industrial organization , knowledge management , marketing , telecommunications , computer science , engineering , boom , political science , environmental engineering , law
After the dot-com 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 multi-channel retailing, with the aim of building on existing theory in multi-channel e-commerce
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