“Store-based retailers need to bridge the gap between the digital and the physical world!” If this isn’t your first retail rodeo you will have heard this before. You have probably heard of, or have an opinion on, effective ways to bridge the gap.
However, multi-channel integration is a two-way street says Google, eBay, Paypal, and Amazon. They are embracing the reverse end of this thought. The giants are building a physical presence in an attempt to mitigate some of the problems facing the players in the pureplay e-commerce sector. These companies are attempting to reduce brand and device confusion among customers, provide additional points of purchase in an attempt to boost impulse buys, spread awareness about product capabilities, and create hype.