We are increasingly seeing that customers cannot separate the retailer from the delivery person. With some large players now offering in-house delivery services, this line will become even more blurred. Delivery quality and occurring inconveniences are quickly associated with the retailer. The lack of desired delivery alternatives might even lead to the avoidance of particular merchants. In a way, the delivery service is the business card and the face of the store, outside of the Internet and thus in the more personal area.

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