There are seven main reasons behind retailer resistance to making an online transistion. They’re catch-22s because they define the very nature of retail culture: - The fear of destroying distribution networks - Failure to analyze online potential - Unwillingness to cut into the profit margin - Lack of patience - Fear of cannibalizing existing business - Unwillingness to fund an online presence with offline financial resources and - Fear of loosing control

A key consideration is that, no matter what channels your business adopts, your consumers expectations must be satisfied. Chapter 3 looks at how to ask consumers what they find negative in the shopping process - and helps the reader to identify the consumer problems and understand their concerns. The purpose of this chapter is to turn these consumer problems into true retailing and e-tailing opportunities.

Retailers need to anticipate and be prepared to accommodate changing consumer expectations. Constantly analyze your product/service category’s relationship with consumers and ensure that your own business isn’t becoming disconnected from customer expectation.