The Australian retailer Sneakerboy combines e-commerce with bricks and mortar – customers try on shoes in-store, then order via an iPad app to get them delivered to their home
• Technology is changing the way we shop. We buy goods online and via mobile phones as well as in stores
• Social media enable us to compare notes with other customers and criticise poor service. These developments put retailers under pressure to deliver a seamless shopping experience, where service and delivery are as good online as they are in-store• With new technology coming on stream every few months, the challenge is growing. Retailers must structure their businesses to ensure they make shopping an easy and enjoyable experience through every channel. Those that get it right will reap the rewards. Others will become obsolete
