North of each city is where the responsive customers reside. These customers clearly prefer the online channel.
Go well north of either city, or well west of Ft. Worth, and you see customers who like to talk to somebody over the phone when ordering merchandise.
We repeatedly observe trends not often talked about in the multichannel literature.
- Retail is an urban/suburban phenomenon.
- Online is a suburban/exurban phenomenon.
- Cataloging is an exurban/rural phenomenon.