An Examination of the Web-Based Strategies of the Top 100 U.S. Retailers

This article presents a two-stage study examining the Web-based strategic objectives of the top 100 u.s. retailers. In-depth interviews, Web site observation and a review of the Web-based literature were used to ascertain the strategic objectives of retailers establishing Web sites. Three strategic objectives were found: online sales, communication, and customer service. The second study content analyzed the Web sites of the top 100 U.S. retailers. Results indicate that a majority of these retailers are utilizing their Web sites for advertising, public relations and customer service access.