Online retailing is a well-established fact.
The past few years have also proven that offline is also a hot market, with several major online retailers establishing themselves with a large physical presence. The line between physical and online retailing is becoming blurred and is quickly disappearing. Shoppers expect to be met with a unified experience, regardless of the channel. Information has to be accurate and up to date at all times. This poses a huge problem to the manual retailer. In the online world, there is no restriction on price changes, meaning that physical retailers have to either limit the number of price changes and suffer the agility of the competition or take the next step and go automatic.