ABSTRACT
The retailer has to fight at different fronts simultaneously in order to secure a future. He has to fight against Internet sales as well as the changed buying behaviour of customers. They now place different demands on shops such as extended opening hours (Sundays), more knowledgeable sales staff and a different experience in the shop. The retailer has to fight against suppliers who were his partners for years but now see opportunities to sell to customers directly and who are not averse to trampling on the retailers. He has to fight against Internet suppliers who are often cheaper and who can deliver to people’s homes. Due to these changes the actual role, the function and the very existence of the (physical) shop is now open to question. The retailer also has to fight against the government which does not seem very willing to help shopkeepers in these difficult times. The shopkeeper has to look for new possibilities to provide a service to customers such as offering Wi-Fi, apps or location-based services, or perhaps even free transport to shopping centres or home delivery and personal shopping assistance.
