E-Commerce: Attention, Online Shoppers

Retailers are using websites to lure more customers into their stores

Retailers like to think in terms of sales "channels"--whether they sell only online or also through catalogs and traditional stores. But American consumers refuse to be corralled quite so neatly. Some like to shop exclusively online or in person. But these days, more of them are taking a mixed approach. Some buy online, but only after studying the catalog and punching in the product number for a quick getaway; others browse the Web to find what they want at the best price then go to the store to pick up the merchandise.

How to best accommodate these "multichannel shoppers" is...

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