| Links: 'Clicks and Mortar' at Gap.com
What's Gap's secret? The same sort of compelling marketing and customer focus that has brought it success in the off-line world. The Web site is promoted at every cash register and, recently, in window displays with the slogan ''surf.shop.ship.'' Clerks are trained to refer shoppers to Gap's Web site. And in eight high-traffic Gap and GapKids stores, the retailer has recently installed ''Web lounges'' that lure buyers with comfortable couches and sleek gray computer terminals hooked up to gap.com. Meanwhile, online customers can return items purchased on the Net the old-fashioned way, by walking into any neighborhood Gap. Together, the moves ''persuade consumers to think, 'Hey, it's the online version of what I see on the street,' says Pecaut. [BusinessWeek 18/10/1999]
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Designing an Internet strategy? Concentrate on the process opportunities and cultural challenges.
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Market corrections aside, online retailers face serious competition as established merchants ramp up E-commerce sites that offer ties to call centers, catalogs, and in-store kiosk convenience. [Informationweek 19/06/2000]
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