Are consumers willing to pay for the premium services of a webshop? Amazon set the tone in the retail landscape with the Prime service a few years ago. What does such an "exclusive membership" mean for the loyalty of online customers, which is often considered non-existent? Cor Molenaar of RSM believes that online retailers need to get more creative: "I think many retailers still think too little about the possibilities in the market. For example, you can associate sold furniture with a company that comes by once a year to clean the new sofa or chair. You need to broaden your webshop and work more with others. "