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<br /> CUSTOMER<br /> EXPERIENCE<br /> November 2012 an internet retailing special report<br /> www.apptus.com<br /> sponsored by:<br /> 2 INTRODUCTION<br /> Editors' comment<br /> Welcome to the latest Internet Retailing supplement,<br /> where this issue our focus is on the customer experience.<br /> In the coming pages, we'll be examining key issues and<br /> questions for retailers who are looking at their businesses<br /> with the customer's point of view in mind.<br /> It's no surprise that cross-channel retail is becoming<br /> more and more complex as new sales channels open up.<br /> Today, online sales are growing fast and mobile even<br /> faster, while the role the internet plays in influencing an<br /> offline sale cannot be overestimated.<br /> Retailers considering how their customers experience a<br /> brand must think not only about the website or the store,<br /> but about how the experience works across a <a title="Internet Retailing &ndash; Special Report Nov12 page 1" href="http://viewer.zmags.co.uk/publication/c562afee?page=1"> CUSTOMER EXPERIENCE November 2012 </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 2" href="http://viewer.zmags.co.uk/publication/c562afee?page=2"> 2 INTRODUCTION Editors' comment Welcome to th</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 3" href="http://viewer.zmags.co.uk/publication/c562afee?page=3"> CONTENTS 3 CONTENTS 04 EXPERT OPINON </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 4" href="http://viewer.zmags.co.uk/publication/c562afee?page=4"> 4 EXPERT OPINION WHAT SIMPLE YET FAR-</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 5" href="http://viewer.zmags.co.uk/publication/c562afee?page=5"> EVERYONE NEEDS TO BE ON BOARD It's great when sen</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 6" href="http://viewer.zmags.co.uk/publication/c562afee?page=6"> 6 EXPERT OPINION </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 7" href="http://viewer.zmags.co.uk/publication/c562afee?page=7"> EXPERT OPINION 7 </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 8" href="http://viewer.zmags.co.uk/publication/c562afee?page=8"> 8 CASE STUDY SMART RECOMMENDATIONS HE</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 9" href="http://viewer.zmags.co.uk/publication/c562afee?page=9"> website, but find themselves at a destination tha</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 10" href="http://viewer.zmags.co.uk/publication/c562afee?page=10"> 10 INTERFACE AND DESIGN MAKING LINKS DESKTOP</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 11" href="http://viewer.zmags.co.uk/publication/c562afee?page=11"> INTERFACE AND DESIGN 11 years, but a</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 12" href="http://viewer.zmags.co.uk/publication/c562afee?page=12"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 13" href="http://viewer.zmags.co.uk/publication/c562afee?page=13"> INTERFACE AND DESIGN 13 It's all ver</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 14" href="http://viewer.zmags.co.uk/publication/c562afee?page=14"> 14 MERCHANDISING CUSTOMER CENTRAL AS EC</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 15" href="http://viewer.zmags.co.uk/publication/c562afee?page=15"> MERCHANDISING 15 limited, but custom</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 16" href="http://viewer.zmags.co.uk/publication/c562afee?page=16"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 17" href="http://viewer.zmags.co.uk/publication/c562afee?page=17"> MERCHANDISING 17 In fashion, for exa</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 18" href="http://viewer.zmags.co.uk/publication/c562afee?page=18"> 18 CROSS-CHANNEL EXPERIENCE JOINED-UP </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 19" href="http://viewer.zmags.co.uk/publication/c562afee?page=19"> CROSS-CHANNEL EXPERIENCE 19 ASK YOUR C</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 20" href="http://viewer.zmags.co.uk/publication/c562afee?page=20"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 21" href="http://viewer.zmags.co.uk/publication/c562afee?page=21"> CROSS-CHANNEL EXPERIENCE 21 number o</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 22" href="http://viewer.zmags.co.uk/publication/c562afee?page=22"> 22 LOGISTICS THE WAIT IS NEARLY OVER FO</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 23" href="http://viewer.zmags.co.uk/publication/c562afee?page=23"> LOGISTICS 23 recognition in recent y</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 24" href="http://viewer.zmags.co.uk/publication/c562afee?page=24"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 25" href="http://viewer.zmags.co.uk/publication/c562afee?page=25"> LOGISTICS 25 THE DOORSTEP CHALLENGE R</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 26" href="http://viewer.zmags.co.uk/publication/c562afee?page=26"> 26 STRATEGY BUILDING LOYALTY CONSISTEN</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 27" href="http://viewer.zmags.co.uk/publication/c562afee?page=27"> STRATEGY 27 T oday's customers, as retailer</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 28" href="http://viewer.zmags.co.uk/publication/c562afee?page=28"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 29" href="http://viewer.zmags.co.uk/publication/c562afee?page=29"> STRATEGY 29 there will be few shoppe</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 30" href="http://viewer.zmags.co.uk/publication/c562afee?page=30"> 30 CUSTOMER ENGAGEMENT LEARN FROM EX</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 31" href="http://viewer.zmags.co.uk/publication/c562afee?page=31"> CUSTOMER ENGAGEMENT 31 technology no</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 32" href="http://viewer.zmags.co.uk/publication/c562afee?page=32"> </a> <a title="Internet Retailing &ndash; Special Report Nov12 page 33" href="http://viewer.zmags.co.uk/publication/c562afee?page=33"> CUSTOMER ENGAGEMENT 33 techniques th</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 34" href="http://viewer.zmags.co.uk/publication/c562afee?page=34"> Are you making the most of your SUBSCRIPTION? In</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 35" href="http://viewer.zmags.co.uk/publication/c562afee?page=35"> CONCLUSION 35 T he idea of putting the cust</a> <a title="Internet Retailing &ndash; Special Report Nov12 page 36" href="http://viewer.zmags.co.uk/publication/c562afee?page=36"> </a>