The Persuasion Knowledge of the Consumer

Consumers are increasingly comfortable running the show in the online world. They're not willing to go with a retailer to the same extent as they might offline because online search costs are very low. If I don't like what retailers are doing, I have to get back in my car and drive somewhere else. You really have to think before you just translate the same thing offline to online. All of these just play, they play very differently.