Any time users click on a product, the site tells them which stores have it in stock. With a few more clicks, they can then have it plucked from that store's warehouse and ready for pickup. Against pure dot-coms, ''the major source of leverage we have is our stores,'' he adds. This approach is ideal for electronics, says Bowman, because customers often research products online, but try them out before purchasing. Bowman also credits the system for reducing conflict between the in-store staff and the company's Web site.
Stores get full commissions for all online purchases they fill.
Once enough users start searching for products, says Lawson, retailers will then have access to real-time data measuring consumer demand. It's far more difficult to make it work. Then they have to devise a system for retrieving items from within the store, which generally means relying on a clerk to rummage in the aisles. All kinds of errors occur in physical stores that can mess up inventory status'' and ultimately disappoint customers, he says. Lawson admits snafus may develop.