Having an online store or a website to provide customers with more background information about the company, the products and the services you offer is no longer a unique selling point. Customers are demanding they can interact with you, 24*7 online support, ordering items during the night and having them delivered the next morning, be able to interact with other customers, be part of an online community.
Depending on the area your company conducts business in your customers can demand these kinds of services. To be able to offer these services you need to be aware of the implications this will have for your ICT structure and the way you conduct your 'offline' business.
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