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Click and Mortar Strategies Viewed from the Web: A Content Analysis of Features Illustrating Integration Between Retailers' Online and Offline Presence
2005
Electronic Markets
E-commerce researchers have shown that retailers are increasingly following a click and mortar strategy, whereby online and offline channels are becoming more integrated. Despite case study evidence for the benefit of this approach, an analysis of the websites of nearly 1,000 US-based retailers having both an online and offline presence reveals that a high degree of integration across channels is relatively uncommon. On the contrary, the study reported here demonstrates that retailers are more
doi:10.1080/10196780500208632
fatcat:cdransg4cna7dajaq2zwoqehny