Providing a consumer experience and convenience for the consumer has become a real challenge for “Bricks” retailers who need to develop new ways of building loyalty. According to Mark Hurd, the President of Oracle, one of the solutions is for “Bricks“ retailers to embrace personalised webpage’s for their loyal consumers. This has already started in the USA and will quickly spread to other countries. Loyal customer would provide their details so they could have a real time conversation when they log on to their personal webpage which has been designed by the retailer. They can then ask questions and order products without going through the process that is now common on online sites. Because they have a relationship with the retailer they are a trusted partner in the transactions. This will allow the retailer to provide exceptional customer service both in the store and online.