Welcome to the latest in our series of Internet Retailing supplements, where our focus is on the customer – and how retailers can best put customers at the centre of online and cross-channel activities. It’s a focus that recognises how the role of the customer has changed in recent years. No longer are customers captive to their geography, destined to buy from local shops the goods that retailers choose to offer, at the price retailers decide to charge. Rather, the growth of ecommerce has served to put consumers firmly in the driving seat, free to buy from whoever they like.
