Today's consumer is demanding, well-informed and technologically savvy when it comes to shopping either online or in physical shops. They expect to be impressed before parting with their hard-earned cash or they will go elsewhere. And so, it makes sense that shoppers research online before they commit to buy. Their expectations are high, which means the level of service from retailers needs to be sophisticated and convenient while delivering an engaging experience. Power is now in the hands of the consumer, so retailers must be nimble to keep up with the ever-evolving consumer demands.