Moving to multi-channel e-commerce: Lessons learned from a case study of an apparel and home-ware catalogue company

Abstract

After the “dot-com bust” there is considerable evidence that multi-channel retailers are more successful than purely on-line retailers. We talked to the management team of one of the most successful multi-channel apparel and home-ware retailers in Australasia about the business and technology factors that enabled their growth. We found seven key business strategies enabled growth and expansion into new channels, including e-commerce: integrated operational functions, channel synergy, logistics management, presenting a consistent brand, effective customer management, learning from customers, and informed imitation. These strategies were supported by integrated information technology applicati..