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The Multichannel Retail Handbook 2016 Edition - Volume 2: Operation and Enhancement: A Guide to Planning, Implementation, Operation and Enhancement
The march of the internet into retail is relentless. Online is where customers spend their time and, increasingly, their money. The internet is also changing. The rise of mobile is giving web access to millions more developing nation consumers, while simultaneously resetting the expectations of customers in highly developed markets. No retailer, anywhere in the world, can afford to be without a response to these fundamental changes in the way their customers are shopping.
This is a handbook for planning, implementing, operating and enhancing that response. For the retailer planning to go online, it provides a step-by-step guide to building the business case and planning the implementation. Topics covered in detail include customer-experience, order management, marketing, product data management and IT. A special chapter considers the opportunities, and challenges, of multichannel grocery.
For the retailer already online, it includes an in-depth discussion of complex multichannel issues such as organisational design, mobile, complex order-lifecycles such as click-and-collect-in-store, personalisation, and an extended guide to international and cross-border trading.
For the retailer with no intention of going online in the near future, it nevertheless considers key challenges requiring a strategic response, such as price transparency and research-online/buy-offline customers.
For the online start-up, there is guidance on differentiation and positioning, as well as comparison of the relative strengths and weakness of pure-play online retail versus multichannel.
Packed with statistics, case-studies and examples, The Multichannel Retail Handbook is above all a practical guide. It provides useable tools and decision-frameworks. It offers actionable advice and recommendations. It takes the retailer to from “why-what-how” through to “when”.
The 2016 Edition has been fully revised and updated to reflect the changes that have taken place in this rapid-moving sector since the original edition was published.
Please note that the Kindle Version has been divided into two volumes. This is volume 2 of 2 including: Part C Operation; Part D Enhancement.
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.
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