Creating a clicks-&-mortar partnership is highly complex, not only because the initiative requires command of emerging technologies, but also because it merges two disparate retail environments, polarised by culture, technology and method. After interviewing hundreds of dotcoms, bricks-&-mortars and clicks-&-mortars, I’ve honed down the factors that are most frequently cited by all parties as being crucial to clicks-&-mortar success. The result is a list of ten Critical Success Factors (CSFs).Chapter 14 looks at why and how the 10 CSFs below can create a perfect mix between clicks and bricks... 1. Positive Synergy
2. One to one dialogue
3. New revenue channels
4. Constant Consumer consultation
5. Explicit Added Value
6. Cross-Channel Staff Co-operation
7. User Power and Control
8. Customer contact through all the Senses
9. Brand channel strategy
10. Predicting the consumers navigation
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