How To: Streamline Your Web and Retail Presence
From Internet Retailer:
When e-commerce was a novelty, it didn't much matter where the web team fit within a retail chain’s organization chart. But now it matters a great deal, not only because of the growth in online sales but because of mounting evidence that consumers often make their in-store buying decisions based on what they see on the web.
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Another retailer that moved away from a standalone web team and toward integration about five years ago is Recreational Equipment Inc., a co-op chain that sells outdoor gear and apparel. "We realized customers don’t want to discriminate between REI as the store and REI as the web site and REI as the telephone," says Brad Brown, vice president of e-commerce and web strategies. "We need to make that seamless."
Have you intergrated the web into your business? What has worked for you? Let us know in the comments.
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