Retail services cover a wide spectrum of many big and small services. The act of proactive marketing from advertisements/offers to answering calls regarding the product's enquiry or complaints is all covered under retail services. This also includes various other services such as connecting users to online marketing agents after clicking on an advertisement, invoice tracking through Geolocation, and updates from the SCM system regarding the consignment delivery. WebRTC can be effectively used to fasten the process and inject transparency for the end user to get connected to all parties with the click of a button on a web page. In contrast to this, the traditional scenarios of looking up the call center toll-free number from the Web, notifying and keying it down on mobile phones, waiting for the circuit-switched call to be converted to IP-based at network, and then being able to talk to a customer care person seems long and tedious.

We shall start the discussion with the WebRTC...