Technology is changing the way in which traditional retailers dobusiness. Brick-and-mortar retailers understand that a shift istaking place between retailers and consumers. In the past, theretailers control over pricing information provided them with theupper hand in most transactions. With information provided by theInternet, the consumer’s knowledge in transacting and negotiatingwith retailers has given them the upper hand. By channel surfing,consumers can gain detailed pricing information about productranging from bikes to office supplies to digital televisions, thusenabling them to negotiate better deals. What is expected ofretailers is changing dramatically. In order to compete, companieslike JCPenney, Target Corp., Best Buy, and Amazon.com
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