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

Authors

• Mary Tate, Victoria University of WellingtonFollow
• Beverley Hope, Victoria University of WellingtonFollow

Document Type

Research Article

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.

Recommended Citation

Tate, Mary and Hope, Beverley (2005) "The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer," The Australasian Journal of Information Systems: Vol. 12: No. 2, Article 16.
DOI: 10.3127/ajis.v12i2.88
Available at: https://aisel.aisnet.org/ajis/vol12/iss2/16