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The Digital Revolution by Alan Charlesworth

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Retailing by Bricks and Clicks

Integrating on- and off-line marketing is vital in the retail sector. Bricksand- clicks retailers sell in both physical stores (bricks) and on-line (clicks). As a digital manager you can integrate both offerings to suit the needs of even the most demanding of your customers.

Debunking channel conflict

In the early days of the commercial Internet, most traditional “bricks” retailers were reluctant to join the digital revolution. Even those who understood more about the web were afraid to adopt it as part of their sales and distribution chain. The worry was that every on-line sale would be one lost from the physical store—leading to so-called “channel conflict.” The result was, of course, that competitors who had ...

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