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The Hybrid Company

Which type of distribution methods has the best chance to spell retail success in the future? "All Types", says Tiernan. A hybrid of Web presence, catalogs, and physical stores should work together to promote the brand and sell. Why focus all of a company´s energy on creating Web pages when doing so will eliminate the two thirds (or more) of customers who prefer store or catalog shopping? Tiernan argues that if you maximize and leverage channels, you maximize your customer base. The author examines case studies of real companies who have followed one of three business models to become hybrids: 1. Clicks to catalogs to bricks 2. Bricks to clicks to catalogs 3. Catalogs to clicks to bricks. The real fun in Tiernan´s book is peeking into how each of these hybrid businesses faired.

The Hybrid Company: Reach All Your Customers Through Multi-Channels Anytime, Anywhere written is by Bernadette Tiernan and was published on October 9, 2001.