Electronic communications systems just shorten the time span of the purchase-decision, and extend the reach of the retailer, and electronic information systems allow more information to be made available cheaper. A few years ago the fashion in technology was all about videophones and videoconferencing. So the media is promoting certain new concepts as if they were 'expert opinion', when they are probably actually being devised by marketing departments. It is easier and 'safer' just to follow the promoted line. Much has been made about how businesses on-line will be able to closely track consumer behaviour, and therefore target their products more effectively.
Tracking is now a very big business compared with what it was a few years ago.
It will grow unless privacy laws protect the customer more. Sales targeting is also happening, but competitors are targeting the same potential buyers, so little has been gained. Product quality improvements, because of the increased customer feedback, is something that should be happening in theory. But it is doubtful that it is happening in practice. All that has happened is that the retail marketing chain is being truncated to a degree.