The physical store s availability also seems too limited, especially for backlist recordings. Similarly, databases, automation, and personalization software have enhanced service in ways that may spoil on-line consumers. They carry those expectations back into the physical world, where they are underwhelmed with the knowledge possessed by store clerks. In addition to the convergence of experiences, convergence also happens in two other ways. First is location.
Consumers expect to be able to move back and forth between the physical and the virtual.
Conversely, they expect pure-play Internet companies to offer real service people, easy returns, and multiple distribution channels. Second is devices. But consumers use of the devices has converged. They expect to be able to buy things using any combination of computer, television, wire-based telephone, and cell phone. Soon, personal digital assistants and some other devices will also land in the mix of devices that any seller needs to be able to accommodate.