Retailers such as J.C. Penney and Shoebuy.com are hoping to increase back-to-school sales by using the Internet to reach high-tech teenagers and other consumers. Companies such as Nordstrom are finding that pushing online sales does not damage in-store traffic. "We don't think there's necessarily an Internet-only shopper or a store-only shopper," said a Nordstrom spokesman. "Our goal as what we call a multichannel retailer is to offer customers this seamless experience, regardless of how they're choosing to shop with us."

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