The rise of etailing has forced bricks-&-mortar retailing to rethink its market function by focusing on the use of all senses, especially those of smell, touch and taste

Retailers and etailers occupy opposite ends of the rational emotional balance. Mostly rational purchasing decisions are taken online. Offline is where the emotional decisions are taken.

The retailer’s role will be to support consumers on an emotional level; to convince them why they should purchase a certain product the first time. The retailer’s role will be to establish contact with consumers when they are likely to purchase the already-determined product again.