impact. Researchers at Aberdeen Group suggest that companies with a strong omni- channel presence retain 89 per cent of customers, compared to 33 per cent retention for those retailers with a weak omni-channel presence. Many fail because they begin and end at the transaction, embracing only part of the full commercial relationship with the customer – a relationship that begins well before the sale and continues well after the first transaction. In most relationships, the first transaction is not profitable; all the money is in the lifetime customer relationship. Showrooming – where people try in-store but buy online – is very convenient for the customer but potentially challenging for bricks and mortar retailers. HOW TO MAKE THE MOST OF AMAZON The basics: Ensure that your product is represented on the site with accurate content and