Telephone, digital TV and the Internet take it a step further. Customers are taking control -- competitors are always lurking and 'relationships' with customers are being driven towards the 'segment of one'. This provides huge opportunities for retailers who can see them and respond well. This book looks at the ways these new forms of retailing work -- customer service is no longer a smile, it's providing tangible benefits based on relevance, convenience and value. Buyers' clubs, 'online marketplaces', stored value cards, pre-paid services and home delivery give you opportunities as well as pressures. The book spells out many of the opportunities and the risks -- including fraud. But the biggest risk is ignoring the trend, or being a 'lame duck' by not being truly committed to embracing the inevitable.