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If you are a so called bricks and mortar business selling easily available branded products and you can find that brand being offered at discounted prices online on the exact same items you should delete that brand from your ranges until such times that it can either regulate the distribution of its products to ensure underselling does not take place or create exclusive products only available to buy in store.

The biggest issue facing bricks and mortar store groups is not the use of technology it's the unfair blatant underselling of branded product by online companies that do not invest in stores or pay retail rent and rates.

The vast majority of online non retailers have created nothing special at all , they are simple pick pack and dispatch discount models that feed off the back of high street retailers who of course are struggling as they are selling a large percentage of there product with double costs.

Online retail has not disrupted the retail model, they have stolen it. In any other sector the government would have stepped in to regularise the unfair competition created by online companies who need to pay there fair share of commercial rents and rates.

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