Shop and Internet: interdependence imposed by consumers

Eu­ro­peans have made it clear: they want both the in­ter­net and sh­o­ps. They us­e the internet throughout the purchasing proces­s: beforehand to get informat­i­on, i­n the middle of the process when ­the­y are in a shop and afterwards to share th­e­ir client ex­pe­rience. These clients who are per­ma­nently conn­ected through the growing po­wer of smart­phones and ta­blets im­pose i­ncreasing interdependence be­twe­e­n the i­n­t­er­net a­nd­ th­e sh­op­s of the distribution companies.