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SAN FRANCISCO The online shopping phenomenon is forcing almost every retail marketer to reexamine and revamp its on-site offerings to lure consumers away from their computers. The problem is especially acute for the auto industry, in which three-quarters of buyers prefer to shop on the Web, per Yahoo research.
General Motors’ Saturn, which built its consumer-friendly strategy on a no-haggle pricing policy as well as picnics and factory tours at its former plant in Tennessee, is facing the problem head-on by incorporating online shopping into roomy, redesigned showrooms.