As e-commerce develops, the dehumanization of Customer Relations leads to a divide between the point of sale and consumers. Not to lose the benefit of the ultimate customer support, the independent retailer must keep up with maintaining close relations with one’s customers by sharing value-added informative contents on new developing social media on a regular basis.

Conversely, pure players who wish their websites were the extension of real stores, do their best to put the human being back to the centre of their process. 

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