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A retail channel is the way a retailer sells and delivers merchandise and services to its customers. (LEVY.WEITZ, 8e .2012) Physical store is the most common channel used by retailers. As the world of retailing becomes more and more technical, there are an increasing number of avenues for retailers to reach consumers. A variety of nonstore channels including the Internet, catalogs and direct mail, direct selling, television home shopping, and automated retailing are existing in the economic world.

Internet channel is the one has the fastest growth nowadays, the figures shown below tell us the important role that internet plays in our daily life now. And it will become more and more important in the future.

A perfect retail example in Australia who has made a successful transition from solely bricks and mortar outlets, to complimenting their business with Internet channels is ---Sportsgirl.

Originally, Sportsgirl is a women's apparel clothing chain, owned and operated by the Sussan Retail Group in Australia. The first Sportsgirl stores were opened in 1948 in Melbourne, as a younger, more fun alternative to the more conservative sister label Sportscraft. They were focus on the traditional in-store trading. By the time goes, Sportsgirl emerged as a leader in the Australian fashion industry by successfully developing a brand image and a store identity that moved fashion retail away from the concept of established department stores to the concept of the lifestyle fashion boutique. By the 1980s, Sportsgirl had over 100 stores throughout Australia. As the increase number in internet users, 2000s, Sportsgirl step into Internet channel, launched the Sportsgirl website-sportsgirl.com.au (About us, 2011) The internet channel enhances the traditional operation, the result is significant. After 10 months quietly trialing a foray into e-commerce, Sportsgirl's chief executive, Elle Roseby, says sales from its online store are rising 30 per cent each month. (Paul McIntyre,...