2003, R1). Over the years, as retailers have gained experience with this channel, much of the early confusion has given way to presenting customers with a more unified and seamless shopping experience, but problems still remain.
Many users still experience confusion with on-line stores and probably the biggest irritant is the issue of returning merchandise. With a traditional brick-and-mortar storefront, you buy a product and if it needs to be returned, the buyer simply returns it to the point of purchase. This is not strictly true in the case of the on-line shopping experience. Results in this area in particular have been mixed.
Many retailers, in an attempt to smooth out the wrinkles associated with an on-line store have attempted to implement some form of integration of the on-line and traditional channels. Unfortunately, in most cases, this does not get much beyond in-store pickups and returns. In a few limited cases retailers have placed on-line "Web kiosks" in their
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