'I' is for Integration
By Tatyana Sinioukov
Like yin and yang, Internet and in-store sales can live in perfect harmony, and there are several strategies that make it work.
Some brick-and-mortar retailers turn click-and-mortar but still sell different products in-store and online. Take, for example, Abt Electronics. According to Mike Abt, company president, Abt Electronics sells mostly electronics through its Web site and adds major appliances to its in-store mix. "It's more difficult," he explained, "to ship big products, so customers are less likely to buy, say, a refrigerator online."