Online retailers win the price war, but local retailers can own the customer. FootZone in Bend Oregon (my source for athletic shoes) is a great example of a retailer that is successfully creating a wedge in the online marketplace. Their high touch approach is to match you with the best shoe in a warm and inviting environment. While it is clear that they have expert knowledge in shoe design - they also have a strong competency in developing strong and trusted relationships. It is really amazing that I walk out with a pair of shoes and never see price. How can you, as a retailer or service provider, develop this type of environment where the service and experience overshadow price and the low price alternative?