How to Sell Online

<p>Acknowledgments</p> <p>Foreword</p> <p>A. Retail Truths</p> <p>1. Some Thing Never Change</p> <p>1.1 Expert Commentary: From Bricks to Clicks</p> <p>1.2 Becoming Omni-Channel</p> <p>1.3 Expert Commentary: John Lewis Move to Mobile</p> <p>1.4 Expert Commentary: Mobile Shopping Opportunity</p> <p>1.5 Case Study: Graze.com</p> <p>1.6 Deep Dive: Omni-Communications</p> <p>2. Getting Technology To Work For You</p> <p>2.1 Deep Dive: Importance of Speed</p> <p>2.2 Case Study: Watchfinder</p> <p>B. Attracting More Customers</p> <p>3. Understanding Your Demographics</p> <p>3.1 Expert Commentary: Mapping the Customer Journey</p> <p>3.2 Case Study: Thomas Cook</p> <p>4. Starting To Use Social Media and PR</p> <p>4.1 Deep Dive: From Social Listening to Predicting</p> <p>4.2 Case Study: Bjorn Borg</p> <p>C. Selling More</p> <p>5. Presenting Products &amp; Services Online</p> <p>5.1 Case Study: The Board Basement</p> <p>5.2 Reducing Shopping Cart Abandonment</p> <p>5.3 Case Study: STA Travel</p> <p>6. The Check-Out Journey</p> <p>6.1 Expert Commentary: Make It Easy To Buy</p> <p>6.2 Case Study: Carpet Underlay Shop</p> <p>D. Surprising Customer Service</p> <p>7. Make Your Brand, Your Customers’</p> <p>7.1 Expert Commentary: Bazaarvoice</p> <p>7.2 Case Study: Gopak</p> <p>7.3 Expert Commentary: Authentic Customer Dialogue</p> <p>7.4 Case Study: Grabble.com Getting Mobile Right</p> <p>8. Deep Dive: Global Payment Alternatives</p> <p>8.1 Payment Checklist</p> <p>E. Key Opportunities in the Coming Year</p> <p>9. Expert Commentary: Expanding Internationally</p> <p>9.1 Deep Dive: Selling to Chinese Consumers</p> <p>9.2 Case Study: Vivabarefoot</p> <p>10. Inventory Management</p> <p>11 Delivery Delight</p> <p>11.1 Deep Dive: Packaging</p> <p>12. Beefing up Security</p> <p>Hall of Fame</p> <p>Index</p>