There's also some genius in figuring out new mixes of online/b&m services. For example, my wife shops almost entirely at a handful of stores. The B&M stores ten

There's also some genius in figuring out new mixes of online/b&m services. For example, my wife shops almost entirely at a handful of stores. The B&M stores tend to be low-end retailers where she can buy clothes to mess around with for next to nothing. The rest tend to have on-line stores with returns happening in their B&M stores. This is brilliant, because for her to return the items she'd have to drive to a UPS or Fedex location (depending) anyways, so why not just end up at their B&M presence instead and since she's there do a little shopping? She ends up buying about 1/3 of her clothes at the physical store just because of this smart policy. If the on-line option wasn't available she'd buy far fewer clothes overall, but by making it easy for their customers to part with their money, they get better sales. By itself the store isn't as convenient as just finding another on-line retailer. This model doesn't seem to be as easy to replicate with store types that sell more generic goods, and less likely to need B&M interaction.