As the traditionally high-revenue summer sales fall foul of the credit crunch, even the most stable retailers need to look at their future in a new light (Online sales to surpass high street, www.computing.co.uk/2223860).

Retailers must realise that consumer spending is out of their hands, and instead must look at aspects of their business they can control. Despite the fall in consumer spending, e-commerce has grown by 38 per cent to £26.5bn in the first half

of 2008. Emphasis must be placed on their online strategies to see them through the turbulent times ahead.

Lower overheads and personalisation technology allow the online channel to offer prices and experiences that the high street cannot, therefore customer attraction and retention should take priority. Social behavioural merchandising strategies can help customers develop an affinity with a site.

Furthermore, it is vital that while customer service remains the key focus for delivery and returns policies, costs must be driven down. By ensuring processes are streamlined and efficient, retailers can build reputations for speed and quality.

Periods of significant change always create winners and losers. By ensuring their business can adapt to the quickly changing market conditions, retailers will give themselves the best chance of survival.

Dr Rolf Elmér, Avail Intelligence