It is believed that the fast growing technology nowadays is reshaping the retail environment than ever, this research is aim to investigate how Internet had reshape the retail market and what benefits; furthermore, to investigate how the retailers adapt and gain benefits from the changes. To be more precise, this research is going to focus on how the Internet and community network are reshaping the buying behaviour of the customers. According to Valerio (2012), shoppers are doing more research before they buy nowadays; during the shoppers' path to purchase, they frequently browsed the price comparison websites, consumers' forums and social network (e.g. Facebook, Twitter) before they actually purchase the goods. This research is aim to find out how are this changes affecting the customers in the purchasing stage and the impact of these changes on the retailers, have they also innovate their selling ways to satisfy customers' needs?.
Furthermore, there are 72% of US respondents consider themselves as confident or expert online shoppers (PwC, 2012), which suggested that people in US are increasingly using the online shopping services. This research is going to explore the impact of Internet Shopping on the bricks and mortar stores, and investigating that which categories of goods are affected the most. And finally, exploring how other local or small businesses can be encouraged to use the Internet to boost their sales. Literature review (up to 600 words) The review should make sense in terms of the Title and Introduction. It is usually appropriate to define key terms in your title so that the reader can make sense of your proposed research.
The Changes in the Distribution Channel of the Retailers.
It is not rare to hear about the changes take placed in the retail industry; there are always new products, new format and new technologies embraced and successfully integrate into the retailers' strategies.