This would work towards levelling the playing field.
This article cites a Forrester report as per which traditional retailers can now work to “level the playing field” in an environment where the “Tech Titans” operate as well. This shift is due to greater public awareness, consumer backlash toward unethical companies and proposed legislation.
The Titans has so far been at an advantage of gaining global acceptance because of lack of accountability and legal protections. Forrester’s Sucharita Kodali observes that it’s now time for retailers to demand a “level playing field.”
The report recommends that the retailers invest in brand building so as not to depend on sales coming from advertising on the Titans’ platforms. Further, traditional retailers are expected to begin “establishing government relations teams that lobby for legislation in the best interests of consumers and small businesses”.
[4 minute read]