Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2002-06-26
Length: 13 pages
Data source: Field research
Abstract
Three years after launching a content-based Web site, a nationwide hard goods retailer invested in software to support Internet shopping. The online component was one element in a multiple channel retailing approach, which also included retail stores, a phone-order service and an annual catalog. Although the company is the country''s most shopped retailer, the online retail segment has not turned a profit. The director of marketing must consider the effect of multiple channel retailing on the company''s profitability.
Location:
Size:
Large
Other setting(s):
2001
About
Abstract
Three years after launching a content-based Web site, a nationwide hard goods retailer invested in software to support Internet shopping. The online component was one element in a multiple channel retailing approach, which also included retail stores, a phone-order service and an annual catalog. Although the company is the country''s most shopped retailer, the online retail segment has not turned a profit. The director of marketing must consider the effect of multiple channel retailing on the company''s profitability.
Settings
Location:
Size:
Large
Other setting(s):
2001