Online Channels Working Well for Large Retailers, Less So for Others

May 5, 2008

This article is included in these additional categories:

Retail & E-Commerce

Consumers cite the web as the fastest-growing retail channel – by a 2-to-1 margin – and are starting to expect more from businesses, such as ordering products in one place and picking them up or having them delivered elsewhere, according to a Retail Systems Research (RSR) report.

Large retailers (those generating the equivalent of $5B or more in annual revenue) have a head start, as they have more experience in multi-channel retailing, RSR said. Moreover, they are more likely than small and midsize retailers to see the e-channel as an extension of their operations rather than merely an outlet for excess or different merchandise.

According to a survey of retailers, larger retailers are more likely to…

  • Offer the ability to order in-store for subsequent fulfillment via other channels (59%, compared with 42% for all respondents):


  • Buy online and via catalog for subsequent in-store pickup (59% vs. 35% for total response group).
  • Partner with suppliers to enable direct shipments from the supplier to the customer (82% vs. 49% of all retailers).


Retailers continue to struggle to make in-store inventory visible to online channels and vice versa; large retailers perform only slightly better than others.

Despite more integrated business processes, underlying technologies supporting multi-channel retailing remains “stove piped” along channel boundaries:


About the report: The “Finding the Integrated Multi-Channel Retailer” report uses the responses of 103 online survey participants from Feb. ’08 to explore how businesses are using and integrating multiple channels in the retail space.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This