| 1. The Chameleon Shopper |
| A look into the evolving online customer, including what questions they ask to accomplish day-to-day shopping activities and what knowledge merchants should possess about these shoppers. |
| 2. The Changing Channels |
| An insider’s view of the shopping channels including retail and direct selling with case studies of companies from each channel. A 3-channel timeline allows for quick snapshots of centuries and decades, revealing the time and events that nurtured the retail and catalog channels. |
| 3. The Electronic Episode |
| An in-depth look into this channel and the varying strategies of testers, survivors & pioneers over a 10-year time frame. Merchant snapshot case studies point out many lessons learned by those hoping to build “category killers” online while the Internet timeline offers perspective and reminds us of the early players and the compressed time frame that launched many innovations. |
| 4. The Consummate Merchant |
| Results of an online survey conducted in conjunction with our publisher, consisting of 38 questions carefully completed by over 200 merchants sets this modules tone. It underscores the thinking behind what drives today’s online merchant and is centered on perceptions and realities with the implications for merchants based on findings and personal beliefs. It’s latter half explores branding and creative elements that comprise the equation. |
| 5. The Art Of Merchandising |
| Using research from the e-tailing group’s Merchandising Scan, this module explores the delicate balance that renders engaging experiences for shoppers. It provides us with the means to illustrate best-of-breed strategies while confirming benchmarks and standards for selling online. A myriad of merchant examples illustrate key features and functionality. |
| 6.The Challenge of Customer Service |
| This Module delves into assessing 76 features of the Mystery Shopping Survey, by assuming the role of the consumer and replicating their shopping experience online. Merchant highlights showcase best-in-class functionality. |
| 7. Legends, Legacies and Looking Ahead |
| A review of web myths and realities along with lessons learned through the Internet years with a look at the legacy left behind. This module wraps up with pioneers predicting where they see e-commerce going and to further explore the endless possibilities of the Internet as a selling medium. |
