ABSTRACT
Technology makes buying easy. Computerization in the retail sector is very strongly oriented towards the existing processes and the existing methods of working, which results in the supply being central and not the customer. The need to computerize is also intensified by the increasing pressure on returns, due to shopping 3.0 on one hand and the recession on the other which, in turn, puts pressure on profit margins. Different rules apply on the Internet to those in a physical shop; the customer is the key focus for Internet shops. The Internet channel is closely intertwined with the shop formula and is based on customer requirements and the buying process. The Internet can also become a part of the physical shop; the Internet is then used in the shop to support customers in the buying process; to provide specific information or to enable personalization on the basis of customer recognition. The Internet is then negative for the physical buying behaviour.
