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<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>