Clicks, Bricks and Brands

• Understand how to create a successful clicks-and-mortar partnership between a retailer and a dot-com
• Follow a clear, step-by-step approach to every stage of the process
• Benefit from the expertise of one of the world's leading e-business authorities
• Stay up-to-date with each new development through weekly online updates
• Learn from the experiences of Yahoo!, Diesel, drugstore.com, Nokia, Tesco, Lycos, Charles Schwab, Levi's, Nike, Coles Myer, Proctor & Gamble, Lego, Playstation, Unilever, Toys “R” Us and WAP Hand Spring

This is the world's first interactive business book, updated weekly on the DualBook.com website. It examines the controversial marriage between offline retailers and online e-tailers. Will the marriage survive? What direction will traditional retailing take over the next few years? And how do e-tailers contend with low earnings, weak distribution and limited customer support?

Clear guidelines, experienced advice
With an intriguing mix of theory, case study, practical advice and weekly updates on the website, leading e-business expert Martin Lindstrom gives retailers and dot.com companies clear guidelines for a successful clicks-and-mortar marriage. The exclusive case studies show how leading e-tailers like drugstore.com and Yahoo! linked up with offline retailers and weathered the conversion to clicks-and-mortar business. Similarly, candid contributions from Nokia and Tesco reveal how these major retailers wooed online e-tailers and made the reverse transition from exclusively offline operations to clicks-and-mortar partnerships.

Keep up with a fast-changing world
Clicks, Bricks & Brands is the world's first interactive business book. It exists both as a bound volume and online at DualBook.com. It is a ground-breaking concept: each chapter in the printed volume is open-ended, directing you to updates which are delivered online and which reflect the rapid developments in clicks-and-mortar arena. And when you buy the book, your first four months of access to DualBook.com are completely free.

A practical approach
By working through the practical exercises or “Action Points” at the end of each chapter, you'll gain an understanding of your brand's clicks-&-mortar future and develop a clicks-&-mortar operating strategy to suit it. You'll learn how to:

• identify your partners and develop operational synergies
• assess your brand's m-commerce options and potential
• refine your customer's online experience
• assess your brand's application to the Webster market
• explore the infomediary path as a revenue option
• build your brand online
• develop brand globalisation strategies
• and achieve every other essential goal.

Contents

Introduction

1. The Power Shift
2. The Second Round: Comparative Advantages
3. Retail's Catch-24/7
4. Trust Me!
5. Making Clicks-&-Mortars Click
6. Operational Synergy
7. M-commerce
8. E-psychology
9. Building eBrands
10. The Master Key to Globalisation
11. The CBB Test
12. The Websters
13. The Infomediary Revolution
14. The 10 Critical Success Factors
15. E-Tailing in the Year 2010