Cyber retailing in the UK: the potential of the Internet as a retail channel

Cyber retailing in the UK: the potential of the Internet as a retail channel A myriad opinions have been propounded to explain how “cyberspace” can be exploited by commercial organisations. For the most part they are speculative, visionary or promotional. This work seeks to redress the balance by focusing on the utilisation of the Internet within the UK retail sector and examining its potential as a new retail channel. The paper presents an exploratory study using qualitative and quantitative methods: an on‐line survey of retail Web activities followed by in‐depth interviews. This approach provides a framework of current retail usage of the Internet and explores retailers’ perceptions of the inhibitors and facilitators to its development. It concludes with an emerging model that explains why current levels of retailing on the Internet are low and provides guidance for retailers wishing to increase their level of Internet activity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Cyber retailing in the UK: the potential of the Internet as a retail channel

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559910252685
Publisher site
See Article on Publisher Site

Abstract

A myriad opinions have been propounded to explain how “cyberspace” can be exploited by commercial organisations. For the most part they are speculative, visionary or promotional. This work seeks to redress the balance by focusing on the utilisation of the Internet within the UK retail sector and examining its potential as a new retail channel. The paper presents an exploratory study using qualitative and quantitative methods: an on‐line survey of retail Web activities followed by in‐depth interviews. This approach provides a framework of current retail usage of the Internet and explores retailers’ perceptions of the inhibitors and facilitators to its development. It concludes with an emerging model that explains why current levels of retailing on the Internet are low and provides guidance for retailers wishing to increase their level of Internet activity.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 1, 1999

Keywords: Distribution channels; Internet; Marketing channels; Marketing communications; Retailing; United Kingdom

References

  • Business Use of the World Wide Web: A Report on Further Investigations
    Hooi‐Im, N.; Ying, J.P.; Wilson, T.D.
  • Retailing and the super high street: the future of the electronic home shopping industry
    Pavitt, D.

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