Most of us still make most of our purpose the old fashioned way: We go the store, find what we want, wait patiently in line to plunk down our cash or credit card and bring home the goods. However, consumers now have an array of alternatives, including mail-order, television, phone, and online shopping. American is increasingly avoiding the hassles and crowds at malls by doing more of their shopping by phone or computer. Although such retailing advances may threaten some traditional retailers, they offer exciting opportunities for other .Most store retailers have now developed direct retailing channels. In fact, more online retailing is conducted by ''click and brick'' retailers than by ''click only retailers. In a recent ranking of the top 50 online retail sites, 35 were multichannel retailers.