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... com USA), this technology provider offers solution for business and home purpose but, in the case of Australia and USA, do not commerce online, perhaps they think that selling products online compete with their channels of distribution (Harris technology, www. ... Other bricks and mortar companies are just joining pure-plays to boost their channels of distribution such as Borders Australia that has teamed with amozon. ... As Bellman L (2001) highlights, bricks and mortar retailers are sharing revenues with pure-plays, since the marketing budget to build a brand image on the web is limit.
As e-commerce is an indispensable marketing tool, bricks and mortars retailers are asked urgently to “reinvent themselves” to gain the advantages of this new technology (Harvard Business Review, 2001). ... Birkhofer et al (2000) said that depending of nature of the bricks and mortar businesses; they must be likely to pursue different approaches in the e-market. ... Even though, nowadays successful companies have integrated their traditional channels of communications with electronic marketing tools, some companies found this integration not easily to overcome (Willcocks et al, 2001). Crittenden (2002) affirmed that to increase the level of success in the e-market, bricks and mortar retailer might need careful diagnosis and a clear understanding of getting into e-commerce. Since internet has been taken up by some bricks and mortar companies unfocusedly, this has triggered internal conflicts, (Bevan & Murphy, 2001). Maruca R (1999) suggested some principles to avoid costly failures: make e-commerce easy to use, create tangible benefits, test and refine new implementations, design technology compatible with consumer technology, coordinate all technologies, use the technology to build costumer relationship. Richard G, chairman of Marks and Spencer, recommends not getting in to e-commerce unless there is certain and clear what differential advantages are for the particular costumer.
As to brick and mortar retailers, e-commerce is just another new tool of the ongoing direct marketing effort, since catalogs and other DM techniques have been a successful remote nonstore shopping (Wood & Stacy, 2001). ... Willcocks (2001) affirmed that the ability to move from in-store shopping to e-commerce will distinguish successful companies; however, Otto (2000) argued instead that cyber channels would have to move back to the physical retailing to overcome the weakness of e-commerce.
Approximate Word count = 1882
Approximate Pages = 7.5
(250 words per page double spaced)
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