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<br /> INTERNET RETAILING<br /> IN-STORE (IRIS)<br /> March 2013 an internet retailing special report<br /> sponsored by:<br /> 2 INTRODUCTION<br /> Editors' comment<br /> Welcome to the latest in our series of Internet Retailing<br /> supplements, where the focus in on internet retailing<br /> in-store, or IRIS for short. Even a couple of years back, when<br /> many saw the high street as in competition with ecommerce,<br /> this might have seemed a contradictory title. However,<br /> among today's leading retailers, there's a recognition that<br /> cross-channel retail is the way forward.<br /> That's because consumers no longer make purchases just<br /> online or in the high street, making their behaviour easy to<br /> track. Instead, as we've often observed, they make journeys<br /> towards purchases that might involve initial research on a<br /> PC, completing a transaction via mobile on the bus to work<br /> and pick<a title="Internet Retailing In-Store supplement March 2013 page 1" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=1"> INTERNET RETAILING IN-STORE (IRIS) March 2013 </a> <a title="Internet Retailing In-Store supplement March 2013 page 2" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=2"> 2 INTRODUCTION Editors' comment Welcome to th</a> <a title="Internet Retailing In-Store supplement March 2013 page 3" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=3"> CONTENTS 3 CO 6 10 18 24 NTENTS 04 E</a> <a title="Internet Retailing In-Store supplement March 2013 page 4" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=4"> 4 EXPERT OPINION “WHAT'S DRIVING THE RENAISS</a> <a title="Internet Retailing In-Store supplement March 2013 page 5" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=5"> EXPERT OPINION 5 T oday's consumers expec</a> <a title="Internet Retailing In-Store supplement March 2013 page 6" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=6"> 6 INTERFACE MULTIPLE TOUCHPOINTS, MULTI</a> <a title="Internet Retailing In-Store supplement March 2013 page 7" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=7"> INTERFACE 7 SPEAKING T here are pitfalls </a> <a title="Internet Retailing In-Store supplement March 2013 page 8" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=8"> </a> <a title="Internet Retailing In-Store supplement March 2013 page 9" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=9"> INTERFACE 9 influences on that custo</a> <a title="Internet Retailing In-Store supplement March 2013 page 10" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=10"> 10 MERCHANDISING MAKING NEW CONNECTIO</a> <a title="Internet Retailing In-Store supplement March 2013 page 11" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=11"> MERCHANDISING 11 W hether a store is built</a> <a title="Internet Retailing In-Store supplement March 2013 page 12" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=12"> </a> <a title="Internet Retailing In-Store supplement March 2013 page 13" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=13"> MERCHANDISING 13 “ Digital</a> <a title="Internet Retailing In-Store supplement March 2013 page 14" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=14"> 14 CROSS-CHANNEL EXPERIENCE SENSES WO</a> <a title="Internet Retailing In-Store supplement March 2013 page 15" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=15"> CROSS-CHANNEL EXPERIENCE 15 when in </a> <a title="Internet Retailing In-Store supplement March 2013 page 16" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=16"> </a> <a title="Internet Retailing In-Store supplement March 2013 page 17" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=17"> CROSS-CHANNEL EXPERIENCE 17 SPEAKING ta</a> <a title="Internet Retailing In-Store supplement March 2013 page 18" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=18"> 18 OPERATIONS AND LOGISTICS PREPARING FOR</a> <a title="Internet Retailing In-Store supplement March 2013 page 19" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=19"> OPERATIONS AND LOGISTICS 19 “ </a> <a title="Internet Retailing In-Store supplement March 2013 page 20" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=20"> 20 OPERATIONS AND LOGISTICS MORE TO OFFE</a> <a title="Internet Retailing In-Store supplement March 2013 page 21" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=21"> STRATEGY 21 THE BIG PICTURE SHOPPERS </a> <a title="Internet Retailing In-Store supplement March 2013 page 22" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=22"> 22 STRATEGY W hile retailers fret about the</a> <a title="Internet Retailing In-Store supplement March 2013 page 23" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=23"> STRATEGY 23 SPEAKING from one channel to</a> <a title="Internet Retailing In-Store supplement March 2013 page 24" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=24"> 24 IT & SYSTEMS THE HIGH-STREET IS DEAD, LONG</a> <a title="Internet Retailing In-Store supplement March 2013 page 25" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=25"> However, when the intersection between the di</a> <a title="Internet Retailing In-Store supplement March 2013 page 26" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=26"> 26 IT & SYSTEMS WHAT THE valuable feedb</a> <a title="Internet Retailing In-Store supplement March 2013 page 27" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=27"> CONCLUSION 27 W hen Mary Portas published h</a> <a title="Internet Retailing In-Store supplement March 2013 page 28" href="http://viewer.zmags.co.uk/publication/2ae4e22c?page=28"> </a>