As consumers are more likely to own mobile devices and spend more of their time online than ever before, they are also more likely to use the Web to support their purchases. By 2016, Forrester predicts that more than half of the dollars spent in US retail will be influenced by the Web.
While there are a variety of activities that constitute web shopping research (e.g., using a store locator, reading customer reviews), the biggest threat to e-Business professionals in retail is the potential exposure of disparate pricing for many stores and products. Retailers must proactively and constructively address these differences if they want to survive.
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