E-commerce multichannel retailing
The focus of this book lies on companies characterized as e-commerce multichannel retailers: companies which operate a sales channel in a traditional way, and also have an e-commerce channel [StAL02]. On the e-commerce channel, products or services are sold over information networks like the Internet. Companies which operate both a web-based online channel and a channel with offline stores, also called “bricks and mortar” are often referred to as “bricks and clicks companies” [GuGaOO]. Other terms for this type of business are “clicks and mortar”, “surf and turf”, “cyber-enhanced retailing” , and “hybrid e-commerce” [StAL02].
KeywordsBusiness Process Business Model Distribution Channel Local Store Online Shop
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