Similarly, many consumers who begin their shopping process with online research continue to go to a store to make their final purchase, citing lack of product information, a desire to touch and feel the product, and the ability to compare multiple products among other factors keeping them from purchasing online.

FORBES: How The Web And Smart Phones Are Saving Offline Retailers

So, how does a small business maintain a competitive advantage in the face of pressure from high tech innovation and the primordial human desire for high touch connection?

FORBES: There's An App For High Tech, Not High Touch