5 Takeaways From a Career in Cross-Channel Retail

Lesson No. 1: E-commerce isn't just another store, nor is it just a cheaper marketing channel. E-commerce sites vary in four key ways from brick-and-mortar stores, Bass said. One, they have different sales rythms. While retail stores capture the majority of their sales over the weekend (and run sales and promotions during that time), e-commerce sites are just the opposite. Most online sales occur during the week. Therefore, your promotion schedule should reflect that trend.