<br />
STRATEGY 27<br />
<br />
<br />
<br />
<br />
<br />
<br />
using a catalogue. That means integrating it into functions<br />
from back–office to press office; making it the place that<br />
customers can find information, a full product range, and<br />
stock availability, as well as details on how to return items<br />
easily. It should be easier to find information online than to call<br />
the contact centre or visit the shop. That makes it easier for<br />
the consumer to buy – and that matters immensely when<br />
spending is down.<br />
“Depending on which category you are serving,<br />
anything from five to 15 per cent of retail sales are<br />
occurring online,” says Davis. “This needs to be a core<br />
strategy for your organisation.”<br />
Involving staff in changes is key. The chann<a title="Internet Retailing magazine supplement May 2009 page 1" href="http://viewer.zmags.com/publication/8dc2b5ae?page=1">Internet Retailing magazine supplement May 2009 TH</a> Internet Retailing magazine supplement May 2009 TH<a title="Internet Retailing magazine supplement May 2009 page 2" href="http://viewer.zmags.com/publication/8dc2b5ae?page=2">2 INTRODUCTION1426Editors’ commen</a> 2 INTRODUCTION1426Editors’ commen<a title="Internet Retailing magazine supplement May 2009 page 3" href="http://viewer.zmags.com/publication/8dc2b5ae?page=3">CONTENTS 3FE30ATURES04 SPONSORS INTRODU</a> CONTENTS 3FE30ATURES04 SPONSORS INTRODU<a title="Internet Retailing magazine supplement May 2009 page 4" href="http://viewer.zmags.com/publication/8dc2b5ae?page=4">GUIDE SPONSORSQ:Is multichannelA: </a> GUIDE SPONSORSQ:Is multichannelA: <a title="Internet Retailing magazine supplement May 2009 page 5" href="http://viewer.zmags.com/publication/8dc2b5ae?page=5">the future of retail?A: Today’s r</a> the future of retail?A: Today’s r<a title="Internet Retailing magazine supplement May 2009 page 6" href="http://viewer.zmags.com/publication/8dc2b5ae?page=6">Q:Is multichannelA: A: </a> Q:Is multichannelA: A: <a title="Internet Retailing magazine supplement May 2009 page 7" href="http://viewer.zmags.com/publication/8dc2b5ae?page=7">the future of retail?A: </a> the future of retail?A: <a title="Internet Retailing magazine supplement May 2009 page 8" href="http://viewer.zmags.com/publication/8dc2b5ae?page=8"></a> <a title="Internet Retailing magazine supplement May 2009 page 9" href="http://viewer.zmags.com/publication/8dc2b5ae?page=9">SPONSORS CASE STUDY 9Testing and tuningyour w</a> SPONSORS CASE STUDY 9Testing and tuningyour w<a title="Internet Retailing magazine supplement May 2009 page 10" href="http://viewer.zmags.com/publication/8dc2b5ae?page=10">10 WEB INTERFACERight here, right nowThe </a> 10 WEB INTERFACERight here, right nowThe <a title="Internet Retailing magazine supplement May 2009 page 11" href="http://viewer.zmags.com/publication/8dc2b5ae?page=11">WEB INTERFACE 11</a> WEB INTERFACE 11<a title="Internet Retailing magazine supplement May 2009 page 12" href="http://viewer.zmags.com/publication/8dc2b5ae?page=12"></a> <a title="Internet Retailing magazine supplement May 2009 page 13" href="http://viewer.zmags.com/publication/8dc2b5ae?page=13">WEB INTERFACE 13Case studyIt may be a mista</a> WEB INTERFACE 13Case studyIt may be a mista<a title="Internet Retailing magazine supplement May 2009 page 14" href="http://viewer.zmags.com/publication/8dc2b5ae?page=14">14 MERCHANDISINGA class of its ownCat</a> 14 MERCHANDISINGA class of its ownCat<a title="Internet Retailing magazine supplement May 2009 page 15" href="http://viewer.zmags.com/publication/8dc2b5ae?page=15">MERCHANDISING 15Life before automated system</a> MERCHANDISING 15Life before automated system<a title="Internet Retailing magazine supplement May 2009 page 16" href="http://viewer.zmags.com/publication/8dc2b5ae?page=16"></a> <a title="Internet Retailing magazine supplement May 2009 page 17" href="http://viewer.zmags.com/publication/8dc2b5ae?page=17">MERCHANDISING 17What the experts sayPublish</a> MERCHANDISING 17What the experts sayPublish<a title="Internet Retailing magazine supplement May 2009 page 18" href="http://viewer.zmags.com/publication/8dc2b5ae?page=18">18 IN-STORE EXPERIENCEWe’re shoppingThe </a> 18 IN-STORE EXPERIENCEWe’re shoppingThe <a title="Internet Retailing magazine supplement May 2009 page 19" href="http://viewer.zmags.com/publication/8dc2b5ae?page=19">IN-STORE EXPERIENCE 19</a> IN-STORE EXPERIENCE 19<a title="Internet Retailing magazine supplement May 2009 page 20" href="http://viewer.zmags.com/publication/8dc2b5ae?page=20"></a> <a title="Internet Retailing magazine supplement May 2009 page 21" href="http://viewer.zmags.com/publication/8dc2b5ae?page=21">IN-STORE EXPERIENCE 21</a> IN-STORE EXPERIENCE 21<a title="Internet Retailing magazine supplement May 2009 page 22" href="http://viewer.zmags.com/publication/8dc2b5ae?page=22">22 LOGISTICSDelivering onthe promiseMul</a> 22 LOGISTICSDelivering onthe promiseMul<a title="Internet Retailing magazine supplement May 2009 page 23" href="http://viewer.zmags.com/publication/8dc2b5ae?page=23">LOGISTICS 23Cost of delivery – Waitrose Deli</a> LOGISTICS 23Cost of delivery – Waitrose Deli<a title="Internet Retailing magazine supplement May 2009 page 24" href="http://viewer.zmags.com/publication/8dc2b5ae?page=24"></a> <a title="Internet Retailing magazine supplement May 2009 page 25" href="http://viewer.zmags.com/publication/8dc2b5ae?page=25">LOGISTICS 25What the experts say The mul</a> LOGISTICS 25What the experts say The mul<a title="Internet Retailing magazine supplement May 2009 page 26" href="http://viewer.zmags.com/publication/8dc2b5ae?page=26">26 STRATEGYJoined-up retailingA ‘me-too’ knee</a> 26 STRATEGYJoined-up retailingA ‘me-too’ knee<a title="Internet Retailing magazine supplement May 2009 page 27" href="http://viewer.zmags.com/publication/8dc2b5ae?page=27">STRATEGY 27using a catalogue. That means </a> STRATEGY 27using a catalogue. That means <a title="Internet Retailing magazine supplement May 2009 page 28" href="http://viewer.zmags.com/publication/8dc2b5ae?page=28"></a> <a title="Internet Retailing magazine supplement May 2009 page 29" href="http://viewer.zmags.com/publication/8dc2b5ae?page=29">STRATEGY 29</a> STRATEGY 29<a title="Internet Retailing magazine supplement May 2009 page 30" href="http://viewer.zmags.com/publication/8dc2b5ae?page=30">30 CUSTOMER ENGAGEMENTTalking about a revol</a> 30 CUSTOMER ENGAGEMENTTalking about a revol<a title="Internet Retailing magazine supplement May 2009 page 31" href="http://viewer.zmags.com/publication/8dc2b5ae?page=31">CUSTOMER ENGAGEMENT 31</a> CUSTOMER ENGAGEMENT 31<a title="Internet Retailing magazine supplement May 2009 page 32" href="http://viewer.zmags.com/publication/8dc2b5ae?page=32"></a> <a title="Internet Retailing magazine supplement May 2009 page 33" href="http://viewer.zmags.com/publication/8dc2b5ae?page=33">CUSTOMER ENGAGEMENT 33 Using social m</a> CUSTOMER ENGAGEMENT 33 Using social m<a title="Internet Retailing magazine supplement May 2009 page 34" href="http://viewer.zmags.com/publication/8dc2b5ae?page=34">34 CONCLUSIONThe future of retailOV</a> 34 CONCLUSIONThe future of retailOV<a title="Internet Retailing magazine supplement May 2009 page 35" href="http://viewer.zmags.com/publication/8dc2b5ae?page=35"></a> <a title="Internet Retailing magazine supplement May 2009 page 36" href="http://viewer.zmags.com/publication/8dc2b5ae?page=36"></a>