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How to Sell Online


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Table of Contents

AcknowledgmentsForeword A. Retail Truths1. Some Thing Never Change1.1 Expert Commentary: From Bricks to Clicks1.2 Becoming Omni-Channel1.3 Expert Commentary: John Lewis Move to Mobile1.4 Expert Commentary: Mobile Shopping Opportunity1.5 Case Study: Graze.com1.6 Deep Dive: Omni-Communications2. Getting Technology To Work For You2.1 Deep Dive: Importance of Speed2.2 Case Study: Watchfinder B. Attracting More Customers3. Understanding Your Demographics3.1 Expert Commentary: Mapping the Customer Journey3.2 Case Study: Thomas Cook4. Starting To Use Social Media and PR4.1 Deep Dive: From Social Listening to Predicting4.2 Case Study: Bjorn Borg C. Selling More5. Presenting Products & Services Online5.1 Case Study: The Board Basement5.2 Reducing Shopping Cart Abandonment5.3 Case Study: STA Travel6. The Check-Out Journey6.1 Expert Commentary: Make It Easy To Buy6.2 Case Study: Carpet Underlay Shop D. Surprising Customer Service7. Make Your Brand, Your Customers'7.1 Expert Commentary: Bazaarvoice7.2 Case Study: Gopak7.3 Expert Commentary: Authentic Customer Dialogue7.4 Case Study: Getting Mobile Right8. Deep Dive: Global Payment Alternatives8.1 Payment Checklist E. Key Opportunities in the Coming Year9. Expert Commentary: Expanding Internationally9.1 Deep Dive: Selling to Chinese Consumers9.2 Case Study: Vivabarefoot10. Inventory Management11 Delivery Delight11.1 Deep Dive: Packaging12. Beefing up Security Hall of Fame Index

About the Author

Christer Holloman is an experienced digital business change consultant. He is the CEO and cofounder of Divido (, a fast-growing technology start-up in the process of changing the old school financial services sector.Credited as "One of London's Most Influential Individuals Within New Media" by The Evening Standard, he is often invited to write for The Guardian, Sky News and GQ about how organisations can make the most of opportunities presented by new technologies. Christer is the author of the The Social Media MBA series (Wiley).

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