Chapter 1 The Power Shift 1 -- The Shopping Evolution 2 -- Enter the Internet 10 -- Bricks- & -Mortar Recovery 14 -- Retailing Evolution: the Fittest Survive 15 -- Chapter 2 The Second Round: Comparative Advantages 21 -- Multichannel Versatility and Consumer Loyalty 22 -- Operational Cost Comparisons 25 -- The Human Factor 31 -- Trust and Goodwill 39 -- Retailer Options 41 -- Chapter 3 Retail's Catch-24/7 49 -- The Seven Catch-22 Problems 50 -- Catch-24/7 60 -- Brand Migration: Be Prepared 62 -- Consumer Expectation and Service Response 66 -- Chapter 4 Trust Me! 71 -- Trust = Brand 72 -- Clicks, Bricks and Trust 75 -- Building Trust 79 -- Trust Development 83 -- Building Trust Through Clicks & Mortar Relationships 86 -- Chapter 5 Making Clicks- & -Mortars Click 97 -- Fact: E-tailing Alone is no Gold Mine 98 -- Clicks, Bricks, Brands and Compatibility 103 -- What's to be Gained in a Clicks- & -Mortar Relationship? 106 -- Is Clicks- & -Mortar for You? 114 -- Chapter 6 Operational Synergy 121 -- Synergy = Value Gain for Consumers 122 -- The Channel Strategy 123 -- Brand Handling 124 -- Consumer Maintenance 127 -- The Evolution of a Clicks- & -Mortar Relationship 136 -- Chapter 7 M-commerce 143 -- M-commerce in Operation 144 -- M-commerce and the Shopping Experience 146 -- M-branding 150 -- Consistency -- the Vital Ingredient 153 -- M-tailing 155 -- Chapter 8 E-psychology 163 -- Shopping: An experience, Not a Job 164 -- The Buying Cycle 166 -- Shopping Behaviour 169 -- The Offline Shopping Environment 170 -- Online Shopping Environments 175 -- How to Win Sales and Influence Profit 176 -- The Real World and the Virtual Consumer 179 -- The Clicks- & -Mortar Opportunity 179 -- Chapter 9 Building eBrands 185 -- The MSP and the Selling Proposition Evolution 186 -- Interactivity: The Basis of Future Brand-Building 192 -- Building a Multichannel Brand 194 -- Chapter 10 The Master Key to Globalisation 201 -- Global is Local 202 -- The Universal Brand 203 -- Localisation: the Key to Global Branding 205 -- The Local Bricks- & -Mortar Role in Global Brand-Building 209 -- Clicks- & -Mortar Globalisation Strategies 216 -- Chapter 11 The CBB Test 225 -- Product Attributes 227 -- Consumer Behaviour 231 -- Product Familiarity 235 -- Channel Conflict 238 -- Evaluating Your Brand's CBB Potential 241 -- The CBB Test 241 -- Chapter 12 The Websters 247 -- Learnt Interactivity 249 -- Websters Online 251 -- Education: Is it preparing Kids for the Real and Virtual Aspects of Their Lives? 253 -- Webster Consumers 254 -- The Webster Personality Profile 255 -- Clicks- & -Mortars and Webster Consumers 258 -- The Interactive Shopping Experience 261 -- Knowledge and Volume 265 -- Chapter 13 The Infomediary Revolution 271 -- From One-to-Many to One-to-One 272 -- Clicks- & -Mortars and Data Synergy 275 -- Where are the Clicks- & -Mortar Informediaries? 281 -- Chapter 14 The 10 Critical Success Factors 287 -- Chapter 15 E-tailing in the Year 2010 291 -- One to One Marketing 292 -- The One to One shopping Experience 295 -- Are we ready for One to One? 299.