Tips on Integrating Online and Offline Retail Channels

[Kristijntje]

Integrating online and offline channels also means integrating business operations. Progress was made in 2005 when retailers began selling and redeeming gift cards online, and giving consumers the opportunity to buy merchandise online, but pick it up in the store. In addition, many retailers are beginning to allow customers to return items they purchased on the Web in the store. Others are matching Web prices in stores, helping to overcome the quandaries of regionalized pricing. Shopper programs, such as discount cards and preferred customer cards, enable retailers to offer discounts and services that keep customers informed of discount specials or deals that can only be found in a catalog or on the Web site. These practices integrate the two channels, and have the further benefit of adding value to the shopping experience which, according to Rein, is the best way for retailers to compete with discount Web sites like pricegrabber.com.

full article: http://destinationcrm.com/articles/defau...cleID=5813

[mandy]

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full article: http://www.internetretailer.com/dailyNews.asp?id=17792