In 10 years time B2C Internet sales have grown from 0 to $33 billion. This is the first book to examine its evolution from the perspective of the merchant and the shopper. Written by Lauren Freedman and published by The Direct Marketing Association, it is a "Hitchhikers Guide to E-commerce", abundant with lessons from a time when there was no roadmap.
Case studies examine best-of-breed strategies currently being employed. Proven checklists plus tips and techniques with bottom-line thinking provide actionable pointers that merchants can apply to enhance their merchandising strategies.
The evolution of The Changing Channels, from retail to catalogs, demonstrates that throughout time, successful merchandising starts with The Chameleon Shopper and culminates with the experience created by The Consummate Merchant - regardless of channel.
The e-tailing group’s proprietary Merchandising and Mystery Shopping Research set the stage for The Art of Merchandising Online and The Challenge of Customer Service while a 3-channel and an Internet timeline chronicle key events and milestones.
Industry pioneers share personal experiences in colorful interviews plus snapshots of today’s category killers and survivors who participated in the surge for customer acquisition and retention are showcased. 1-800-Flowers, Eddie Bauer, JCPenney, The Sharper Image, eBags, Lands’ End and RedEnvelope are among the merchants whose struggles and awesome accomplishments are featured. Learn from their legacies then look ahead to the future of Internet shopping.
