The challenge to creating an online retail business is that you have no idea up front just what demand will be. That is especially true for established retailers like Toronto-based Canadian Tire, a $5 billion a year (Canadian) retailer that sells sporting gods, hardware, home products, and automotive accessories through more than 440 associate stores. "Our distribution sys- tems systems were designed to replenish our stores with pallets and cases," says Bruce Johnson, vice president, distribution and express auto parts. "They weren't set up to ship individual items to consumers."
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