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

  • Mary Tate
  • Beverley Hope
  • Brent Coker
DOI: https://doi.org/10.3127/ajis.v12i2.88
Keywords: Australasia, Australia, New Zealand, ecommerce, success, retail

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.
Published
2005-05-01
How to Cite
Tate, M., Hope, B., & Coker, B. (2005). The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer. Australasian Journal of Information Systems, 12(2). https://doi.org/10.3127/ajis.v12i2.88
Issue
Vol 12 No 2 (2005): Theme: Selected papers from the QUALIT conference
Section
Research Articles

Copyright (c) 2005 Mary Tate, Beverley Hope, Brent Coker

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