Acknowledgments

Foreword

A. Retail Truths

1. Some Thing Never Change

1.1 Expert Commentary: From Bricks to Clicks

1.2 Becoming Omni-Channel

1.3 Expert Commentary: John Lewis Move to Mobile

1.4 Expert Commentary: Mobile Shopping Opportunity

1.5 Case Study: Graze.com

1.6 Deep Dive: Omni-Communications

2. Getting Technology To Work For You

2.1 Deep Dive: Importance of Speed

2.2 Case Study: Watchfinder

B. Attracting More Customers

3. Understanding Your Demographics

3.1 Expert Commentary: Mapping the Customer Journey

3.2 Case Study: Thomas Cook

4. Starting To Use Social Media and PR

4.1 Deep Dive: From Social Listening to Predicting

4.2 Case Study: Bjorn Borg

C. Selling More

5. Presenting Products & Services Online

5.1 Case Study: The Board Basement

5.2 Reducing Shopping Cart Abandonment

5.3 Case Study: STA Travel

6. The Check-Out Journey

6.1 Expert Commentary: Make It Easy To Buy

6.2 Case Study: Carpet Underlay Shop

D. Surprising Customer Service

7. Make Your Brand, Your Customers’

7.1 Expert Commentary: Bazaarvoice

7.2 Case Study: Gopak

7.3 Expert Commentary: Authentic Customer Dialogue

7.4 Case Study: Grabble.com Getting Mobile Right

8. Deep Dive: Global Payment Alternatives

8.1 Payment Checklist

E. Key Opportunities in the Coming Year

9. Expert Commentary: Expanding Internationally

9.1 Deep Dive: Selling to Chinese Consumers

9.2 Case Study: Vivabarefoot

10. Inventory Management

11 Delivery Delight

11.1 Deep Dive: Packaging

12. Beefing up Security

Hall of Fame

Index

How To Sell Online: The Experts’ Guide To Making Your Business More Successful and Profitable Online, 1st edition

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