Charting the multi‐channel future: retail choices and constraints

Whilst the events of 2000 and 2001 would appear to have reduced significantly the attractiveness of e‐commerce as a viable source of revenue growth for retailers, writing off electronic distribution channels may be premature. Growth in online transactions in, for example, the USA and the UK – whilst slower than commentators had predicted – is nevertheless encouraging. Retailing appears to be polarizing between those willing to embrace e‐commerce for longer‐term benefit and those for whom e‐commerce is not seen as a desirable route to growth. The indirect, informational effect of the Internet on the consumer buying process and the perception of retail brands is a further consideration for those contemplating multi‐channel futures. Finally, the article illustrates that the integrative challenges of multi‐channel retailing are capable of being resolved in more than one way.