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<br /> CROSS-CHANNEL<br /> RETAILING<br /> July 2012 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 this month we're looking at<br /> cross-channel retailing.<br /> Since we first covered multichannel retailing in-depth<br /> in an Internet Retailing supplement two years ago, the<br /> landscape has changed enormously. Customers have<br /> become more sophisticated as technology has evolved,<br /> and today shoppers simply expect to be able to shop<br /> whenever and wherever is most convenient. No longer are<br /> they browsing and buying in one channel rather than<br /> another – what we call multichannel. Today they want to<br /> research, browse and buy in the channel that's at their<br /> fingertips at that moment in time, whether that's a PC, a<br /> shop or a smartphone<a title="Internet Retailing Supplement July 2012 page 1" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=1"> CROSS-CHANNEL RETAILING July 2012 </a> <a title="Internet Retailing Supplement July 2012 page 2" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=2"> 2 INTRODUCTION Editors' comment Welcome to t</a> <a title="Internet Retailing Supplement July 2012 page 3" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=3"> CONTENTS 3 CO 14 26 22 10 30 NTEN</a> <a title="Internet Retailing Supplement July 2012 page 4" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=4"> 4 EXPERT OPINION AS CUSTOMERS BUY TH</a> <a title="Internet Retailing Supplement July 2012 page 5" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=5"> EXPERT OPINION 5 </a> <a title="Internet Retailing Supplement July 2012 page 6" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=6"> 6 EXPERT OPINION </a> <a title="Internet Retailing Supplement July 2012 page 7" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=7"> EXPERT OPINION 7 </a> <a title="Internet Retailing Supplement July 2012 page 8" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=8"> 8 CASE STUDY MULTICHANNEL IS DEAD. LONG L</a> <a title="Internet Retailing Supplement July 2012 page 9" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=9"> CASE STUDY 9 </a> <a title="Internet Retailing Supplement July 2012 page 10" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=10"> 10 WEB INTERFACE A DELICATE BALANCE IT'S NO </a> <a title="Internet Retailing Supplement July 2012 page 11" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=11"> WEB INTERFACE 11 I ncreasingly, there are t</a> <a title="Internet Retailing Supplement July 2012 page 12" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=12"> </a> <a title="Internet Retailing Supplement July 2012 page 13" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=13"> WEB INTERFACE 13 about when people g</a> <a title="Internet Retailing Supplement July 2012 page 14" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=14"> 14 MERCHANDISING TURNING HEADS ONLINE</a> <a title="Internet Retailing Supplement July 2012 page 15" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=15"> MERCHANDISING 15 R emember when window shop</a> <a title="Internet Retailing Supplement July 2012 page 16" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=16"> </a> <a title="Internet Retailing Supplement July 2012 page 17" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=17"> MERCHANDISING 17 Using 360-degr</a> <a title="Internet Retailing Supplement July 2012 page 18" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=18"> 18 CROSS-CHANNEL EXPERIENCE SHOPPERS TAKE CH</a> <a title="Internet Retailing Supplement July 2012 page 19" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=19"> CROSS-CHANNEL EXPERIENCE 19 channels</a> <a title="Internet Retailing Supplement July 2012 page 20" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=20"> </a> <a title="Internet Retailing Supplement July 2012 page 21" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=21"> CROSS-CHANNEL EXPERIENCE 21 MEETING E</a> <a title="Internet Retailing Supplement July 2012 page 22" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=22"> 22 LOGISTICS </a> <a title="Internet Retailing Supplement July 2012 page 23" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=23"> LOGISTICS 23 being felt across retai</a> <a title="Internet Retailing Supplement July 2012 page 24" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=24"> </a> <a title="Internet Retailing Supplement July 2012 page 25" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=25"> LOGISTICS 25 dispatched on the same </a> <a title="Internet Retailing Supplement July 2012 page 26" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=26"> 26 STRATEGY FRAMEWORK CUSTOMER, CUSTOME</a> <a title="Internet Retailing Supplement July 2012 page 27" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=27"> STRATEGY FRAMEWORK 27 SPEAKING CHANNELLING</a> <a title="Internet Retailing Supplement July 2012 page 28" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=28"> </a> <a title="Internet Retailing Supplement July 2012 page 29" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=29"> STRATEGY FRAMEWORK 29 understanding </a> <a title="Internet Retailing Supplement July 2012 page 30" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=30"> 30 IT AND SYSTEMS ALL SYSTEMS GO FROM </a> <a title="Internet Retailing Supplement July 2012 page 31" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=31"> IT AND SYSTEMS 31 SPEAKING USE IT ALL “Ret</a> <a title="Internet Retailing Supplement July 2012 page 32" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=32"> </a> <a title="Internet Retailing Supplement July 2012 page 33" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=33"> IT AND SYSTEMS 33 delivered over the</a> <a title="Internet Retailing Supplement July 2012 page 34" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=34"> </a> <a title="Internet Retailing Supplement July 2012 page 35" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=35"> CONCLUSION 35 T hese days, cross-channel re</a> <a title="Internet Retailing Supplement July 2012 page 36" href="http://viewer.zmags.co.uk/publication/5e6ec2e9?page=36"> </a>