Clicks, Bricks and Brands

The world's most controversial marriage is currently taking place: The union between offline and online businesses. Will the two survive the marriage?

What direction will traditional retailing take over the next few years? And what roles are e-tailers facing, with low earnings, weak distribution and limited consumer support?

In this, his second groundbreaking book, Martin Lindstrom offers the reader a fascinating insight into the development of clicks-&-mortar businesses. With and intriguing mix of theory, case study, practical advice and hot updates weekly on the DualBook^TM website, one of the worlds most respected Internet gurus consolidates his web genius and international marketing experience to bring retailers and dot.com companies a clear picture of how to make successful clicks-&-mortar marriages.

Lindstrom's exclusive case studies reveal how leading e-tailers, like drugstore.com and Toys "R" Us, initiated marriages with offline retailers and weathered the conversion to clicks-&-mortar businesses. Conversely, candid exposes about Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made transition from exclusively offline operations to clicks-&-mortar partnerships.

Two of the world's most respected online and marketing gurus, Don Pepper and Martha Rogers, famed for their invention of the term 1-to-1^TM marketing, have lent their support to Clicks, Bricks & Brands — a bible for every business-to-consumer company that aims to gain strong market share in the century of clicks-&-mortar business.

• Chapter 1: The Power Shift
  • The Shopping Evolution
  • Enter the Internet
  • Bricks-&-Mortar Recovery
  • Retailing Evolution: the Fittest Survive
  • Summary
  • Action Points
• Chapter 2: The Second Round: Comparative Advantages
  • Multichannel Versatility and Consumer Loyalty
  • Operational Cost Comparisons
  • The Human Factor
  • Trust and Goodwill
  • Retailer Options
  • Summary
  • Action Points
• Chapter 3: Retail's Catch-24/7
  • The Seven Catch-22 Problems
  • Catch-24/7
  • Brand Migration: Be Prepared
  • Consumer Expectation and Service Response
  • Summary
  • Action Points
• Chapter 4: Trust Me!
  • Trust = Brand
  • Clicks, Bricks and Trust
  • Building Trust
  • Trust Development
  • Building Trust Through Clicks & Mortar Relationships
  • Summary
  • Action Points
• Chapter 5: Making Clicks-&-Mortar Click
  • Fact: E-tailing Alone is no Gold Mine
  • Clicks, Bricks, Brands and Compatibility
  • What's to be gained in a Clicks-&-Mortar Relationship?
  • Is Clicks-&-Mortar for You?
  • Summary
  • Action Points
• Chapter 6: Operational Synergy
  • Synergy = Value Gain for Consumers
  • The Channel Strategy
  • Brand Handling
  • Consumer Maintenance
  • The Evolution of a Clicks-&-Mortar Relationship
  • Summary
  • Action Points
• Chapter 7: M-commerce
  • M-commerce in Operation
  • M-commerce and the Shopping Experience
  • M-branding
  • Consistency — the Vital Ingredient
  • M-tailing
  • Summary
  • Action Points
• Chapter 8: E-psychology
  • Shopping: An Experience, Not a Job
  • The Buying Cycle
  • Shopping Behaviour
  • The Offline Shopping Environment
  • Online Shopping Environments
  • How to Win Sales and Influence Profit
  • The Real World and the Virtual Consumer
  • The Clicks-&-Mortar Opportunity
  • Summary
  • Action Points
• Chapter 9: Building eBrands
  • The MSP and the Selling Proposition Evolution
  • Interactivity: The Basis of Future Brand-Building
  • Building a Multichannel Brand
  • Summary
  • Action Points
• Chapter 10: The Master Key to Globalisation
  • Global is Local
  • The Universal Brand
  • Localisation: the Key to Global Branding
  • The Local Bricks-&-Mortar Role in Global Brand-Building
  • Clicks-&-Mortar Globalisation Stategies
  • Summary
  • Action Points
• Chapter 11: The CBB Test
  • Product Attributes
  • Consumer Behaviour
  • Product Familiarity
  • Channel Conflict
  • Evaluating Your Brand's CBB Potential
  • The CBB Test
  • Summary
• Chapter 12: The Websters
  • Learnt Interactivity
  • Websters Online
  • Education: Is it preparing Kids for the Real and Virtual Aspects of Their Lives?
  • Webster Consumers
  • The Webster Personality Profile
  • Clicks-&-Mortars and Webster Consumers
  • The Interactive Shopping Experience
  • Knowledge and Volume
  • Summary
  • Action Points
• Chapter 13: The Infomediary Revolution
  • From One-to-Many to One-to-One
  • Clicks-&-Mortar and Data Synergy
  • Where are the Clicks-&-Mortar Infomediaries?
  • Summary
  • Action Points
• Chapter 14: The 10 Critical Success Factors
• Chapter 15: E-tailing in the Year 2010
  • One to One Marketing
  • The One to One shopping Experience
  • Are we ready for One to One?
• Index to Case Studies

I find this a very good book about brands, and a relief that someone at last sees the traditional industry worthy of attention in this Internet crazy world.