Those Internet retailers will succeed who achieve seamless integration of their different business channels to reach customers, rather than merely duplicating physical strategies on-line. One area most Internet shoppers cite as frustrating involves the hassle of returning unsatisfactory merchandise. Most such items must be mailed back or sent via Federal Express or UPS, with the customer incurring the cost of the return. As always, customers make decisions based on brand recognition and trust. A main reason that Internet retailers are struggling is the difficulty of developing trust at a distance.
Physical stores help bridge that trust gap.
But successful e-tailers will avoid cookie cutter approaches. Those who focus on a 'bricks and clicks' strategy and who do their homework today will reap dividends tomorrow.