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Clicks, Bricks and Brands: The Marriage of Retailer and  E-tailer

Clicks, Bricks and Brands: The Marriage of Retailer and E-tailer

          
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About the Book

The world's most controversial marriage is currently taking place: the union between offline retailers and online e-tailers. Will the two survive the marriage? What direction will traditional retailing take over the next few years? And what role are e-tailers facing, with low earnings, weak distribution and limited consumer support? With a mix of theory, case study, practical advice and hot updates weekly on the Clicks, Bricks and Brands website, Lindstrom gives retailers and dot.com companies a clear picture of how to make successful clicks and bricks marriages. The exclusive case studies show how leading e-tailers like drugstore.com and Yahoo! initiated marriages with offline retailers and weathered the conversion to clicks-and-mortar business. Conversely, candid exposes contributed by Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made the transition from exclusively offline operations to clicks-and-mortar partnerships.

Table of Contents:
Chapter 1 The Power Shift The Shopping Evolution Enter the Internet Bricks-&-Mortar Recovery Retailing Evolution: the Fittest Survive Summary Action Points Chapter 2 The Second Round: Comparative Advantages Multichannel Versatility and Consumer Loyalty Operational Cost Comparisons The Human Factor Trust and Goodwill Retailer Options Summary Action Points Chapter 3 Retail's Catch-24/7 The Seven Catch-22 Problems Catch-24/7 Brand Migration: Be Prepared Consumer Expectation and Service Response Summary Action Points Chapter 4 Trust Me! Trust=Brand Clicks, Bricks and Trust Building Trust Trust Development Building Trust Through Clicks & Mortar Relationships Summary Action Points Chapter 5 Making Clicks-&-Mortar Click Fact: E-tailing Alone is no Gold Mine Clicks, Bricks, Brands and Compatibility What's to be gained in a Clicks-&-Mortar Relationship? Is Clicks-&-Mortar for You? Summary Action Points Chapter 6 Operational Synergy Synergy = Value Gain for Consumers The Channel Strategy Brand Handling Consumer Maintenance The Evolution of a Clicks-&-Mortar Relationship Summary Action Points Chapter 7 M-commerce M-commerce in Operation M-commerce and the Shopping Experience M-branding Consistency - the Vital Ingredient M-tailing Summary Action Points Chapter 8 E-psychology Shopping: An Experience, Not a Job The Buying Cylce Shopping Behaviour The Offline Shopping Environment Online Shopping Environments How to Win Sales and Influence Profit The Real World and the Virtual Consumer The Clicks-&-Mortar Opportunity Summary Action Points Chapter 9 Building eBrands The MSP and the Selling Proposition Evolution Interactivity: The Basis of Future Brand-Building Building a Multichannel Brand Summary Action Points Chapter 10 The Master Key to Globalisation Global is Local The Universal Brand Localisation: the Key to Global Branding The Local Bricks-&-Mortar Role in Global Brand-Building Clicks-&-Mortar Globalisation Stategies Summary Action Points Chapter 11 The CBB Test Product Attributes Consumer Behaviour Product Familiarity Channel Conflict Evaluating Your Brand's CBB Potential The CBB Test Summary Chapter 12 The Websters Learnt Interactivity Websters Online Education: Is it preparing Kids for the Real and Virtual Aspects of Their Lives? Webster Consumers The Webster Personality Profile Clicks-&-Mortars and Webster Consumers The Interactive Shopping Experience Knowledge and Volume Summary Action Points Chapter 13 The Infomediary Revolution From One-to-Many to One-to-One Clicks-&-Mortar and Data Synergy Where are the Clicks-&-Mortar Infomediaries? Summary Action Points Chapter 14 The 10 Critical Success Factors Chapter 15 E-tailing in the Year 2010 One to One Marketing The One to One shopping Experience Are we ready for One to One? Index to Case Studies


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Product Details
  • ISBN-13: 9780749434908
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 234 mm
  • No of Pages: 320
  • Sub Title: The Marriage of Retailer and E-tailer
  • Width: 142 mm
  • ISBN-10: 0749434902
  • Publisher Date: 01 May 2001
  • Binding: Hardback
  • Language: English
  • Spine Width: 25 mm
  • Weight: 570 gr


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