The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer

<body> <table width="100%"> <tr> <td align="center"> This page requires frames. <a href="http://dl.acs.org.au/index.php/ajis/article/viewArticle/88">Click here</a> for the non-frames version. <p>Non-frames version <a href="http://dl.acs.org.au/index.php/ajis/article/viewArticle/88">available</a>.</p> </td> </tr> </table> <h1>The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer</h1> <h2><i>Mary Tate, Beverley Hope, Brent Coker</i></h2> <h3>Australasian Journal of Information Systems</h3> <h4>Abstract</h4> <div>After the dot-com bust there is considerable evidence that multi-channel retailers are more successful than purely on-line retailers. Multi-channel retailing is becoming mainstream and considerable research exists on successful multi-channel strategies. Despite this, some organisations are having more success than others with their multi-channel approach. We talked to the management of one of Australasia’s most successful multi-channel apparel and home-ware retailers about the theory and practice of multi-channel retailing, with the aim of building on existing theory in multi-channel e-commerce.</div> </body>