9780749434908

Clicks, Bricks and Brands

by
  • ISBN13:

    9780749434908

  • ISBN10:

    0749434902

  • Format: Hardcover
  • Copyright: 2001-06-01
  • Publisher: Kogan Page Ltd
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List Price: $29.95

Summary

This interactive business book on the marriage of e-tail and retail is updated weekly on its own Web site. Lindstrom gives fascinating insight into the development of clicks and mortar businesses such as Nike, Proctor and Gamble, Lego, Playstation, and Toys "R" Us.

Table of Contents

Introduction
The Power Shift
1(20)
The Shopping Evolution
2(8)
Enter the Internet
10(4)
Bricks-&-Mortar Recovery
14(1)
Retailing Evolution: the Fittest Survive
15(3)
Summary
18(1)
Action Points
19(2)
The Second Round: Comparative Advantages
21(28)
Multichannel Versatility and Consumer Loyalty
22(3)
Operational Cost Comparisons
25(6)
The Human Factor
31(8)
Trust and Goodwill
39(2)
Retailer Options
41(5)
Summary
46(1)
Action Points
46(3)
Retail's Catch-24/7
49(22)
The Seven Catch-22 Problems
50(10)
Catch-24/7
60(2)
Brand Migration: Be Prepared
62(4)
Consumer Expectation and Service Response
66(2)
Summary
68(1)
Action Points
69(2)
Trust Me!
71(26)
Trust = Brand
72(3)
Clicks, Bricks and Trust
75(4)
Building Trust
79(4)
Trust Development
83(3)
Building Trust Through Clicks & Mortar Relationships
86(8)
Summary
94(1)
Action Points
95(2)
Making Clicks-&-Mortars Click
97(24)
Fact: E-tailing Alone is no Gold Mine
98(5)
Clicks, Bricks, Brands and Compatibility
103(3)
What's to be Gained in a Clicks-&-Mortar Relationship?
106(8)
Is Clicks-&-Mortar for You?
114(3)
Summary
117(1)
Action Points
118(3)
Operational Synergy
121(22)
Synergy = Value Gain for Consumers
122(1)
The Channel Strategy
123(1)
Brand Handling
124(3)
Consumer Maintenance
127(9)
The Evolution of a Clicks-&-Mortar Relationship
136(2)
Summary
138(2)
Action Points
140(3)
M-commerce
143(20)
M-commerce in Operation
144(2)
M-commerce and the Shopping Experience
146(4)
M-branding
150(3)
Consistency - the Vital Ingredient
153(2)
M-tailing
155(4)
Summary
159(1)
Action Points
160(3)
E-psychology
163(22)
Shopping: An experience, Not a Job
164(2)
The Buying Cycle
166(3)
Shopping Behaviour
169(1)
The Offline Shopping Environment
170(5)
Online Shopping Environments
175(1)
How to Win Sales and Influence Profit
176(3)
The Real World and the Virtual Consumer
179(1)
The Clicks-&-Mortar Opportunity
179(3)
Summary
182(1)
Action Points
183(2)
Building eBrands
185(16)
The MSP and the Selling Proposition Evolution
186(6)
Interactivity: The Basis of Future Brand-Building
192(2)
Building a Multichannel Brand
194(3)
Summary
197(1)
Action Points
198(3)
The Master Key to Globalisation
201(24)
Global is Local
202(1)
The Universal Brand
203(2)
Localisation: the Key to Global Branding
205(4)
The Local Bricks-&-Mortar Role in Global Brand-Building
209(7)
Clicks-&-Mortar Globalisation Strategies
216(5)
Summary
221(2)
Action Points
223(2)
The CBB Test
225(22)
Product Attributes
227(4)
Consumer Behaviour
231(4)
Product Familiarity
235(3)
Channel Conflict
238(3)
Evaluating Your Brand's CBB Potential
241(1)
The CBB Test
241(4)
Summary
245(2)
The Websters
247(24)
Learnt Interactivity
249(2)
Websters Online
251(2)
Education: Is it preparing Kids for the Real and Virtual Aspects of Their Lives?
253(1)
Webster Consumers
254(1)
The Webster Personality Profile
255(3)
Clicks-&-Mortars and Webster Consumers
258(3)
The Interactive Shopping Experience
261(4)
Knowledge and Volume
265(2)
Summary
267(2)
Action Points
269(2)
The Infomediary Revolution
271(16)
From One-to-Many to One-to-One
272(3)
Clicks-&-Mortars and Data Synergy
275(6)
Where are the Clicks-&-Mortar Infomediaries?
281(3)
Summary
284(1)
Action Points
285(2)
The 10 Critical Success Factors
287(4)
E-tailing in the Year 2010
291(10)
One to One Marketing
292(3)
The One to One shopping Experience
295(4)
Are we ready for One to One?
299(2)
Index to Case Studies 301

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