Since the advent of the Internet, digital and mobile marketing have been the driving force of e-commerce, and there is now an abundance of technology available for even the smallest online retailer to take advantage of. However, in the race to provide ever more effective online advertising and marketing methods, offline retailers have been largely ignored, forced either into a hybrid model of offline/online sales or to offer untargeted discounts and offers via 3rd party sites online in the hope that the customer will remember to visit their shops the next time they are on the high street or in a shopping mall.