Using the Net to fuel store traffic.(Brief Article)

HOUSTON -- In an effort to address concerns about the effect of the Internet on brick-and-mortar stores Maxell Corp. of America has vowed to use its web site to promote its retail accounts rather than attempt to sell directly to consumers.

In a recent address to the International Mass Retailers Association's Store Planning, Design and Merchandising Conference here, Maxell executive vice president Don Patrican outlined the blank media suppliers Internet strategy and unveiled a new manufacturer/retailer model that calls for greater cooperation between the two sides.

"The amount of information we can put on a web site and the ease with which content can he …