<br />
CROSS-CHANNEL<br />
RETAILING<br />
May 2011 an internet retailing special report<br />
sponsored by:<br />
2 INTRODUCTION<br />
14<br />
Editors' comment<br />
Welcome to the latest Internet Retailing supplement. In<br />
this issue, we're returning to a subject that we first<br />
considered last spring, cross-channel retailing. If it seems<br />
that we're returning to the topic quickly, we'd argue that<br />
just the reverse is true, so different is the retail landscape<br />
from even a year ago.<br />
As to why it's different, that's down to customers<br />
themselves, who have, for example, answered skeptics<br />
who suggested that smartphones would never catch on by<br />
not only buying iPhones and Android-enabled devices,<br />
but by using their phones to browse, research and,<br />
increasingly, buy. While analysts have anxiously tried to<br />
map what's going on, customers have developed their own<a title="internet supplement may 2011 page 1" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=1"> CROSS-CHANNEL RETAILING May 2011 </a>
<a title="internet supplement may 2011 page 2" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=2"> 2 INTRODUCTION 14 Editors' comment Welcome to</a>
<a title="internet supplement may 2011 page 3" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=3"> CONTENTS 3 CO 22 10 32 18 26 NT</a>
<a title="internet supplement may 2011 page 4" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=4"> 4 EXPERT OPINION WHAT ARE THE MAIN CH</a>
<a title="internet supplement may 2011 page 5" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=5"> EXPERT OPINION 5 </a>
<a title="internet supplement may 2011 page 6" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=6"> 6 EXPERT OPINION WHAT ARE THE MAIN CHALLENGE</a>
<a title="internet supplement may 2011 page 7" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=7"> EXPERT OPINION 7 </a>
<a title="internet supplement may 2011 page 8" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=8"> 8 CASE STUDY </a>
<a title="internet supplement may 2011 page 9" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=9"> CASE STUDY 9 the electrical wholesale</a>
<a title="internet supplement may 2011 page 10" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=10"> 10 WEB INTERFACE LET'S GET PERSONAL IN A </a>
<a title="internet supplement may 2011 page 11" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=11"> WEB INTERFACE 11 </a>
<a title="internet supplement may 2011 page 12" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=12"> </a>
<a title="internet supplement may 2011 page 13" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=13"> WEB INTERFACE 13 THE ROLE OF THE WEBSITE</a>
<a title="internet supplement may 2011 page 14" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=14"> 14 MERCHANDISING BACK TO THE FUTURE</a>
<a title="internet supplement may 2011 page 15" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=15"> MERCHANDISING 15 “ The idea of th</a>
<a title="internet supplement may 2011 page 16" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=16"> </a>
<a title="internet supplement may 2011 page 17" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=17"> MERCHANDISING 17 WHAT THE merchandising to </a>
<a title="internet supplement may 2011 page 18" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=18"> 18 CROSS-CHANNEL EXPERIENCE Touchscreen table</a>
<a title="internet supplement may 2011 page 19" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=19"> CROSS-CHANNEL EXPERIENCE 19 WHAT THE networ</a>
<a title="internet supplement may 2011 page 20" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=20"> </a>
<a title="internet supplement may 2011 page 21" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=21"> CROSS-CHANNEL EXPERIENCE 21 promotion</a>
<a title="internet supplement may 2011 page 22" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=22"> 22 LOGISTICS IS IT CONVENIENT? CROSS-CHANN</a>
<a title="internet supplement may 2011 page 23" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=23"> LOGISTICS 23 “ It's an ir</a>
<a title="internet supplement may 2011 page 24" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=24"> </a>
<a title="internet supplement may 2011 page 25" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=25"> LOGISTICS 25 WHAT THE than they have store</a>
<a title="internet supplement may 2011 page 26" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=26"> 26 STRATEGY CULTURAL REVOLUTION THE MOVE</a>
<a title="internet supplement may 2011 page 27" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=27"> STRATEGY 27 to that board level execu</a>
<a title="internet supplement may 2011 page 28" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=28"> </a>
<a title="internet supplement may 2011 page 29" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=29"> STRATEGY 29 WHAT THE store is underperfor</a>
<a title="internet supplement may 2011 page 30" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=30"> 30 SPONSOR CASE STUDY IVIS HELPS CAR</a>
<a title="internet supplement may 2011 page 31" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=31"> SPONSOR CASE STUDY 31 “ Any in</a>
<a title="internet supplement may 2011 page 32" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=32"> 32 IT & SYSTEMS DELIVERING AN INTEGRATED EXPE</a>
<a title="internet supplement may 2011 page 33" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=33"> IT & SYSTEMS 33 WHAT THE T ime was when re</a>
<a title="internet supplement may 2011 page 34" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=34"> 34 IT & SYSTEMS BUILDING A RETAIL SOLUTIO</a>
<a title="internet supplement may 2011 page 35" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=35"> CONCLUSION 35 E ven in an industry t</a>
<a title="internet supplement may 2011 page 36" href="http://viewer.zmags.co.uk/publication/c8ffcaf8?page=36"> </a>