Leverage offline scale. Purchasing power is one of the greatest assets a traditional retailer possesses. They must use their offline purchasing power to deliver cost advantages to their online operations. Use distribution infrastructure to advantage. Distribution infrastructure is difficult to build from scratch.
Catalogers are extremely well positioned to leverage established systems for the online channel.
Manage channel conflict. Moving online can trigger conflict between channels. Incumbents need to find creative ways to avoid conflict within the company and its supply chain. Exploit opportunities for partnering. Partnering can speed execution, give access to critical skills, and generate additional equity from incumbents' assets.