Fitting a website into a corporate retailing strategy has been one of the core issues since e-business began. Does the website add a new sales channel or does it complement existing ones. Does it cannibalize existing business? REI, a retailer, has specifically launched a strategy to have its website act to bolster its in-store sales. How REI Scaled E-Commerce Mountain - Channel Integration - REI uses Web to drive in-store sales; website can complement retail strategy - CIO Magazine May 15,2004