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Customer Empowerment The Choice is Yours The Internet has permanently changed the relationship between consumers and the retail industry. Electronic commerce has provided consumers with more options, more alternatives and more opportunities than ever before. Consumers are no longer limited to physically visiting "main street" or "big-box" retailers. Instead, they are able to choose from products and services from companies large and small, located all over the world, without leaving their homes. Tangible points of comparison between retailers, which now can be automatically aggregated by software buying agents in seconds, include more than selection and price. Shipping costs, return policies, privacy practices and personalization of products are examples of tangible points of comparison. Equally as important are intangible points of comparison, specifically the customer experience. Everything from the look and feel of the home page to the shopping and buying process defines this experience. It encompasses everything the customer sees,...

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