If you are visually impaired or blind, you can visit the PDF version by Pressing CONTROL + ALT + 4
<br /> THE CUSTOMER<br /> March 2012 an internet retailing special report<br /> sponsored by:<br /> 2 INTRODUCTION<br /> Editors' comment<br /> Welcome to the latest in our series of Internet Retailing<br /> supplements, where our focus is on the customer – and<br /> how retailers can best put customers at the centre of online<br /> and cross-channel activities.<br /> It's a focus that recognises how the role of the customer<br /> has changed in recent years. No longer are customers<br /> captive to their geography, destined to buy from local shops<br /> the goods that retailers choose to offer, at the price retailers<br /> decide to charge. Rather, the growth of ecommerce has<br /> served to put consumers firmly in the driving seat, free to<br /> buy from whoever they like.<br /> As Michael Ross, co-founder of eCommera, recently<br /> pointed out, retail is no longer about location, location,<br /> location but ins<a title="Locayta Internet Retailing Supplement zmag page 1" href="http://viewer.zmags.com/publication/d4a7cc6a?page=1"> THE CUSTOMER March 2012 </a> <a title="Locayta Internet Retailing Supplement zmag page 2" href="http://viewer.zmags.com/publication/d4a7cc6a?page=2"> 2 INTRODUCTION Editors' comment Welcome to t</a> <a title="Locayta Internet Retailing Supplement zmag page 3" href="http://viewer.zmags.com/publication/d4a7cc6a?page=3"> CONTENTS 3 CO 10 26 18 22 32 NT</a> <a title="Locayta Internet Retailing Supplement zmag page 4" href="http://viewer.zmags.com/publication/d4a7cc6a?page=4"> 4 EXPERT OPINION HOW DO RETAILERS BEST APPR</a> <a title="Locayta Internet Retailing Supplement zmag page 5" href="http://viewer.zmags.com/publication/d4a7cc6a?page=5"> EXPERT OPINION 5 </a> <a title="Locayta Internet Retailing Supplement zmag page 6" href="http://viewer.zmags.com/publication/d4a7cc6a?page=6"> 6 EXPERT OPINION </a> <a title="Locayta Internet Retailing Supplement zmag page 7" href="http://viewer.zmags.com/publication/d4a7cc6a?page=7"> EXPERT OPINION 7 </a> <a title="Locayta Internet Retailing Supplement zmag page 8" href="http://viewer.zmags.com/publication/d4a7cc6a?page=8"> 8 CASE STUDY LOCAYTA FREESTYLE MERCHANDISIN</a> <a title="Locayta Internet Retailing Supplement zmag page 9" href="http://viewer.zmags.com/publication/d4a7cc6a?page=9"> CASE STUDY 9 to the task. Our busine</a> <a title="Locayta Internet Retailing Supplement zmag page 10" href="http://viewer.zmags.com/publication/d4a7cc6a?page=10"> 10 WEB INTERFACE IT'S ALL ABOUT THE JOURNEY…</a> <a title="Locayta Internet Retailing Supplement zmag page 11" href="http://viewer.zmags.com/publication/d4a7cc6a?page=11"> WEB INTERFACE 11 A s little as 10 years ago</a> <a title="Locayta Internet Retailing Supplement zmag page 12" href="http://viewer.zmags.com/publication/d4a7cc6a?page=12"> </a> <a title="Locayta Internet Retailing Supplement zmag page 13" href="http://viewer.zmags.com/publication/d4a7cc6a?page=13"> WEB INTERFACE 13 Research, explains </a> <a title="Locayta Internet Retailing Supplement zmag page 14" href="http://viewer.zmags.com/publication/d4a7cc6a?page=14"> 14 MERCHANDISING WHEN INFORMATION BECOMES</a> <a title="Locayta Internet Retailing Supplement zmag page 15" href="http://viewer.zmags.com/publication/d4a7cc6a?page=15"> MERCHANDISING 15 WORKING THE</a> <a title="Locayta Internet Retailing Supplement zmag page 16" href="http://viewer.zmags.com/publication/d4a7cc6a?page=16"> </a> <a title="Locayta Internet Retailing Supplement zmag page 17" href="http://viewer.zmags.com/publication/d4a7cc6a?page=17"> MERCHANDISING 17 culture. It's impor</a> <a title="Locayta Internet Retailing Supplement zmag page 18" href="http://viewer.zmags.com/publication/d4a7cc6a?page=18"> 18 CROSS-CHANNEL EXPERIENCE CLEAR VI</a> <a title="Locayta Internet Retailing Supplement zmag page 19" href="http://viewer.zmags.com/publication/d4a7cc6a?page=19"> CROSS-CHANNEL EXPERIENCE 19 mobile a</a> <a title="Locayta Internet Retailing Supplement zmag page 20" href="http://viewer.zmags.com/publication/d4a7cc6a?page=20"> </a> <a title="Locayta Internet Retailing Supplement zmag page 21" href="http://viewer.zmags.com/publication/d4a7cc6a?page=21"> CROSS-CHANNEL EXPERIENCE 21 WHAT WOULD A </a> <a title="Locayta Internet Retailing Supplement zmag page 22" href="http://viewer.zmags.com/publication/d4a7cc6a?page=22"> 22 DELIVERY AND LOGISTICS DELIVER WITH CARE </a> <a title="Locayta Internet Retailing Supplement zmag page 23" href="http://viewer.zmags.com/publication/d4a7cc6a?page=23"> DELIVERY AND LOGISTICS 23 SPEAKING END-TO-</a> <a title="Locayta Internet Retailing Supplement zmag page 24" href="http://viewer.zmags.com/publication/d4a7cc6a?page=24"> Call us today for your free trial </a> <a title="Locayta Internet Retailing Supplement zmag page 25" href="http://viewer.zmags.com/publication/d4a7cc6a?page=25"> DELIVERY AND LOGISTICS 25 mistake. N</a> <a title="Locayta Internet Retailing Supplement zmag page 26" href="http://viewer.zmags.com/publication/d4a7cc6a?page=26"> 26 STRATEGY CUSTOMERS AND THE CORPORA</a> <a title="Locayta Internet Retailing Supplement zmag page 27" href="http://viewer.zmags.com/publication/d4a7cc6a?page=27"> STRATEGY 27 Consultant Richard T</a> <a title="Locayta Internet Retailing Supplement zmag page 28" href="http://viewer.zmags.com/publication/d4a7cc6a?page=28"> </a> <a title="Locayta Internet Retailing Supplement zmag page 29" href="http://viewer.zmags.com/publication/d4a7cc6a?page=29"> STRATEGY 29 customer,” he says, “to </a> <a title="Locayta Internet Retailing Supplement zmag page 30" href="http://viewer.zmags.com/publication/d4a7cc6a?page=30"> </a> <a title="Locayta Internet Retailing Supplement zmag page 31" href="http://viewer.zmags.com/publication/d4a7cc6a?page=31"> </a> <a title="Locayta Internet Retailing Supplement zmag page 32" href="http://viewer.zmags.com/publication/d4a7cc6a?page=32"> 32 CUSTOMER ENGAGEMENT KEEPING CUSTO</a> <a title="Locayta Internet Retailing Supplement zmag page 33" href="http://viewer.zmags.com/publication/d4a7cc6a?page=33"> CUSTOMER ENGAGEMENT 33 “Customer</a> <a title="Locayta Internet Retailing Supplement zmag page 34" href="http://viewer.zmags.com/publication/d4a7cc6a?page=34"> 34 CUSTOMER ENGAGEMENT NEW LOOK PICKS THE</a> <a title="Locayta Internet Retailing Supplement zmag page 35" href="http://viewer.zmags.com/publication/d4a7cc6a?page=35"> CONCLUSION 35 A t its worst, big retail is f</a> <a title="Locayta Internet Retailing Supplement zmag page 36" href="http://viewer.zmags.com/publication/d4a7cc6a?page=36"> </a>