Web retailers and physical hypermarkets are not necessarily mortal enemies: their coexistence and competition could lead to a future improvement of the dialogue between retailers and shoppers. At PLMA Roundtable in Warsaw, Kantar Retail Vice President Ray Gaul illustrates his viewpoint in this exclusive interview with Italianfood.net. E-commerce is a much more comfortable way of shopping. But we don’t believe everyone wants to shop at home. In any case, now physical retailers have to bring in a better story for the products they are trying to sell.