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Title: Cyber retailing in the UK: the potential of the internet as a retail channel
Authors: Doherty, Neil
Ellis-Chadwick, Fiona
Hart, Cathy
Keywords: Distribution channel
Internet
Marketing channels
Marketing communications
Retailing
United Kingdom
Issue Date: 1999
Publisher: Emerald (© MCB University Press)
Citation: DOHERTY, N., ELLIS-CHADWICK, F. and HART, C., 1999. Cyber retailing in the UK: the potential of the internet as a retail channel. International Journal of Retail and Distribution Management, 27 (1), pp. 22-36.
Abstract: A myriad opinions has 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 online 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.
Version: Accepted for publication
DOI: 10.1108/09590559910252685
URI: https://dspace.lboro.ac.uk/2134/8334
Publisher Link: http://dx.doi.org/10.1108/09590559910252685
ISSN: 0959-0552
Appears in Collections:Published Articles (Business School)

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