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Outlook seems bright for ‘bricks & clicks’

An online sales and marketing presence works most effectively as a complement to traditional 'offline' ways of selling, according to ActivMedia Research.

‘Bricks & Clicks’ — those Web sites that also have offline sales capabilities — attribute up to one third of their sales to their online presence.

That was the finding of ActivMedia Research’s recent report, entitled ‘E-Survivors: Winning e-Commerce Strategies for 2001.’ According to ActivMedia, around 76% of Web sites can be defined as ‘bricks & clicks.’

ActivMedia’s findings do not necessarily mean that one third of bricks & clicks’ sales are transacted online. In some cases, customers learn about a company’s products and services online before conducting a trade through conventional offline channels. This shows how the Internet can indirectly benefit a company’s sales and marketing efforts.

The bricks & clicks crowd sees the Internet becoming even more important as time goes on. ActivMedia predicts that nearly half of their revenues will be derived from online interactions in 2002. Around 500 executives were interviewed for the report.

“Now that the dot-coms have turned into dot-bombs, the picture of what it takes to survive online is becoming much clearer,” says Harry Wolhandler, VP at ActivMedia Research.

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