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

Mary Tate, Beverley Hope, Brent Coker

Abstract


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.

Keywords


Australasia; Australia; New Zealand; ecommerce; success; retail

Full Text:

PDF


DOI: http://dx.doi.org/10.3127/ajis.v12i2.88

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License
ISSN: Online: 1326-2238 Hard copy: 1449-8618
This work is licensed under a Creative Commons Attribution-NonCommercial Licence. Uses the Open Journal Systems. Web design by TomW.