My new DVD player was waiting for me at the front desk. I produced the confirmation printout and a picture ID, and walked away with my new toy. Each marketing channel brings its own advantages. They also let customers evaluate items in person, a benefit that's important when buying clothing, for example, not so important for CDs or software. Websites, for their part, tend to offer consumers more convenience, better prices, and better selection.
Some sites let customers check product selection or inventory levels before driving to the store.
Leverage the channels. As my Circuit City experience shows, some retailers offer the advantages of each marketing channel to all customers. Whether a purchase is made online or at the store, customers benefit from the advantages of both. For example, L. L. Bean and Eddie Bauer customers who purchase items from the companies' websites can return those items, if necessary, to a physical store. And many physical stores, such as Best Buy, now let customers use in-store terminals to order from the website if items are not available at the store.