THE man who first took the Littlewoods’ empire online has warned retailers that websites which are “too smart” can drive customers away.

Steve Goodheart of Liverpool-based online analysts, Transaction Partnership, said many retailers risk missing out on the internet sales boom through the over use of tools such as real-time interaction which allows them to talk directly to shoppers while they are online.

Mr Goodheart, who helped Littlewoods pioneer internet retailing in 1999, said web sales are expe......for the full story register now for free or login below...