From Bricks to Clicks – Navigating the middle ground

Technology and the internet are now woven into the fabric of everyday life, dramatically changing the way we shop and challenging the traditional retail model. In the past, the retailer has governed how and when their customers shop; presenting products inside their stores and setting the times that they were open for business. Now the consumer dictates what they buy, where they buy it from and chooses when and how they receive their goods. This has led to a fundamental shift in power; from the retailer, to the customer.