Book VII
Retail to E-Tail
Contents at a Glance
Chapter 1: Knowing When to Put Your Store Online
Making the Decision to Move Your Store Online
Bridging Your Offline Store with Your Online Store
Chapter 2: Understanding the Differences between In-Store and Online Customers
Comparing Online and Offline Customers
What Your Online Customers Expect from You
Chapter 3: Window Dressing for the Online Display
Creating the Right Look for Your Online Store
Creating the Perfect Shopping Experience
Beyond Window Shopping: Designs that Lure Traffic
Chapter 4: Making In-Store Customers Loyal Online Shoppers
Benefiting Customers (and Your Business) with In-Store and Online Synergy
Enticing Customers to Your Online Offering
Providing a Positive Shopping Experience
Chapter 5: Expanding Close to Home with Localization and Mobile Marketing
Distinguishing Between Different Types of Mobile Commerce
Chapter 6: Troubleshooting the Transition to E-Tail
Handling Returns in the Store from Online Sales
Merging Existing Back-End Systems with Online Requirements
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