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<br /> THE CLOUD AND<br /> CROSS-CHANNEL RETAIL<br /> HOW AND WHY THE CLOUD WILL IRREVOCABLY<br /> CHANGE THE WAY RETAILERS DO BUSINESS<br /> The cloud and cross-channel retail l 01<br /> INTRO<br /> THE CLOUD COMES OF AGE<br /> The need to drive a consistently optimal customer experience<br /> across all retail channels has led to unprecedented change and<br /> complexity in the retail sector. Leaders in the online space are<br /> those that innovate the fastest in order to offer the most engaging<br /> and reliable digital experience, whether customers are buying<br /> through a computer, tablet, smartphone or TV, day or night. At the<br /> same time new online entrants are grabbing market share, margins<br /> are being squeezed tighter than ever, the high street model is being<br /> forced to evolve, and those unable to compete are being forced out.<br /> In parallel with all this change is the emergence of cloud comput-<br /> ing, seen as a key enabler for onl<a title="Rackspace Whitepaper page 1" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=1"> THE CLOUD AND CROSS-CHANNEL RETAIL HOW AND WHY TH</a> <a title="Rackspace Whitepaper page 2" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=2"> The cloud and cross-channel retail l 01 INTRO T</a> <a title="Rackspace Whitepaper page 3" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=3"> CONTENTS Cloud and cross-channel retail 2 </a> <a title="Rackspace Whitepaper page 4" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=4"> THE CLOUD DELIVERS Last year, Domino's Pizza beg</a> <a title="Rackspace Whitepaper page 5" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=5"> “ It's not as some suppose the proliferat</a> <a title="Rackspace Whitepaper page 6" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=6"> CLOUD IN THE DNA In 2006, Dirk Hörig co-foun</a> <a title="Rackspace Whitepaper page 7" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=7"> “ It's often this idea of being able to a</a> <a title="Rackspace Whitepaper page 8" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=8"> “ We may see a future where retailers use</a> <a title="Rackspace Whitepaper page 9" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=9"> “ Using the cloud in cross-channel retail</a> <a title="Rackspace Whitepaper page 10" href="http://viewer.zmags.co.uk/publication/8473ad6f?page=10"> “ Already, SMEs are using wholly cloud-based ecom</a>