Multi-channel retailing is becoming main-stream and a growing body of research is accumulating on multi- channel e-commerce strategies. Yet some organisations have more success than others with their multi-channel strategies. 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 adding to the body of knowledge in this area. Management identified seven success factors: functional integration, channel synergy, service brand management, integrated information management, excellent logistics management, customer relationship management, market sensing, and process engineering.
Tate, Mary; Hope, Beverley; and Coker, Brent, "Theory and Practice in Multi Channel E Commerce Strategies: A case study of an apparel and home-ware retailer" (2004). ACIS 2004 Proceedings. 100.