This comfort zone allows the consumer to personalize their experience within the company, for example, with the "4 Ps" (Kucuk, SU, Krishnamurthy, S, 2007, pp52), the consumer can have access to customize the desired product, the Internet provides a "free exchange of information" (Kucuk, SU, Krishnamurthy, S, 2007, pp53), as well as having the ability to compare products and services in the hope to find a cheaper alternative, online access allows consumers to purchase items wherever they are using a computer, laptop or mobile phone, promotional emails are also an extremely popular way to receive product information and on sales even via your own mobile phones. These factors benefit the consumer experience by providing belief and expertise to the consumer