ABSTRACT
At 8pm in the evening, once the children are in bed, online retailers experience a surge in shopping activity. The Internet shops are open 24/7 and shopping online is becoming increasingly normal and trusted. Life's not easy for real retailers, customers are beginning to avoid town centres for those reasons and funshopping will go out of fashion unless the centres adapt to the new customers. In the traditional pattern, retailers are very supply oriented; product range, location and contacts are their core values. Manufacturers and retailers are competing for customers and also considering the opportunities created by the Internet. Life has thus become extremely easy for consumers, but this also poses a direct threat to existing retailers. Retailers often complain that the Internet leads to unfair competition because of the low prices and low costs. Retailers had the costs of a building, inventory and stocks and were thus placed in a negative competitive position compared to Internet companies.
