There was a time when all the retailers were competing against each other with the pricing of goods. But that time is long gone, the arrival of online marketplaces has impacted the whole sales sector in a huge way. Now retailers are competing against them as well as the online traders. Price is no longer a selling point for them. So they needed to reinvent their selling strategy that’s how customer service became their last stand. But in the long run, the new strategy just helped the online traders to improve their services.