Online and Offline Integration of the 7Cs

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Online and Offline Integration of the 7Cs
The integration of online and offline strategies
is important to success
Polo.com
Context Both online and offline stores appear
simple and elegant. Commerce Both storefronts
enable and facilitate commerce. Connection Polo
is very independent in both formats, with few
links on the website and no apparent in-store
relationships. Content Same clothes, same
prices, similar selection.
Community Both the site and the store attempt to
create a culture surrounding the product
offering. Communication Online sales help is
available, just like in stores. Customization The
online shopping experience is more customizable
(registration, shopping cart, etc.) than the
offline experience.
Ralph Lauren, Madison Ave., NY