So, you want Target to have the same selection as Amazon and compete in all categories? Every retail store is a failure unless they can be a complete one-stop shop?
No, we couldn't achieve the same selection as Amazon in our current situation. What I am referring to is the on line presence cannot be same narrow customer base we focus on at the store level; 20-40 year old female, attended college to graduating, contemplating a family or has a family. I learned that somewhere on Spot's website.
You have to cover more ground given that your on line, it's expected. This is one of the biggest draws to on line retailing, selection availability. Expand your demographics to cover those shoppers that you cannot serve due to limited physical space/carrying cost. As people opt out of heading out to the store, you want to make sure they don't opt you out because you can't find clothing for a man over 40 while they are shopping for clothes for their teenagers.
Warehouse space cost a lot less than retail space, which makes it idea to cover a lot more ground demographically.
You don't want to be the retailer that doesn't offer basically the same variety/options of merchandise as your competition within reason. In other words, when you start looking for men's shoes, you should have options similar to your online competition. It may not be exactly the same, but you have selection availability for them to choose from when they are shopping.