Retailers Applaud Multi-Channel

NEW YORK CITY-Retailers can’t just rely on their stores now to draw customers, as consumers are just as drawn to other channels such as the World Wide Web and catalogs. The most successful companies are the ones that can perfect all aspects of the business, said speakers yesterday here during at panel discussion at the National Retail Federation’s annual convention.

“The consumer doesn’t see our business as separate entities,” says Linda LoRe, chief executive officer of the 136-stores Frederick’s of Hollywood. “It’s really the multi-channel that’s working for us.”

One upside to online retailing is the ability to display more product than a brick-and-mortar store has room for, points out Dennis Hernreich, executive vice president, chief operating officer and chief financial officer, of Casual Male, the operator of about 500 units across the country. Since the apparel preferences of customers at the over-sized clothing chain may vary depending on locale, shoppers may find a broader selection online or in a catalog, he says.