Case Study: Striving For The In-Store Experience — Online

By Matt Pillar, Integrated Solutions For Retailers magazine

Industry observers have long debated which consumer goods categories would succeed in selling online and which would not. Beyond the foregone conclusions — electronics, books, and music will sell on the net, food will not — the success a retailer might have leveraging the online channel for sales continues to spark lengthy conversations about how, why, who, and when.

Successful retailers of goods that aren't a natural fit for Internet shopping have realized at least two things. First, they know that while the Web may not soon become their primary channel, its value as a shopping aid is powerful and cannot be ignored. Second, they know that if they're going to build a Web channel that's a useful catalyst for consumers, it must be outfitted with tools and backed by systems that ensure effectiveness.