Interesting story in this morning's Internet Retailer newsletter. Walmart.com is going to become a much stronger online player, but their business may look different than many of the other majors. With their store count and foot traffic so high, they are in a unique position to use their web site to generate in-store purchases (and vice versa).

The fact that you can return Walmart.com purchases to Wal-Mart stores also increases store visits and online consumer confidence. They are well ahead of the pack on this. They also run their own site and thus control their own destiny more readily than many other retailers. Target and Toys R Us, for instance, depend on their partnerships with Amazon.com.

Wal-Mart suppliers would do well to pursue programs that 1) convert online success with Walmart.com into store listings, and 2) encourage in-store programs that promote products that are only available at Walmart.com. Multi-channel marketing at its best!