Recent trends in channels of distribution - e.g. customer self-service, technological developments, placing pressure for distributors to find new ways to create value for customers e.g. online ability to check order status, learn about new products, customer service etc. but also customers today expect a more tailored, personalised shopping experience and to be able to shop anywhere, at any time and from any location + expect flexible delivery, returns, available in right model/size/colours, product information, lower prices (as easier to compare prices today) + mobile payment solutions + pressure for transparent and agile supply chains etc