Kingfisher, the retail giant that owns Woolworths, B&Q and Superdrug, plans a 40-fold increase in online trade by 2004 with an over-arching e-commerce strategy.
E-commerce will grow to account for 10% of group sales, the company said. The hope is that Kingfisher will be able to enjoy the best of both the dotcom and bricks-and-mortar worlds.
By pooling resources, it is intended that the Kingfisher brands will be able to move with the speed and agility of an Internet start-up. But, unlike an Internet launch, the brands will be sufficiently well known to attract customers without the need for enormous investments in marketing.