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10 criteria combining online and traditional sales were taken under consideration:
1. Click & collect option (option allowing purchase and payment online, and collecting the order at a chosen traditional store)
2. Encouragement for click & collect
3. Online visibility of in-store availability of the product
4. Store location
5. Online reservation of an in-store product
6. In-store return of an online purchase
7. Loyalty programme
8. Social media
9. Application
10. Log-in to system
The research assesses to what extend these elements are considered in the sales strategy by the brands present on the Polish market. Not all researched brands had an online store (12% of the researched brands did not have an online store when the research was conducted), however, all had a website, and in these cases functions available on the website were taken into consideration.
