Explain how business support systems enable Waitrose to trade internationally The influence of the internet The Internet has allowed Waitrose and other businesses to create communities for those that share similar interests in products and businesses. These communities help businesses develop their brand and create a positive image. Businesses are able to customise its products and services with ease, which increases the satisfaction of the customers and therefore increases profits. The Internet has enabled Waitrose to obtain valuable information about the interests of certain demographics. Consequently, businesses are also able to effectively use targeted advertising by appealing to specific publishers and media that are specifically related to their product or service.The Internet is one of the factors that has made it easier for Waitrose and many other businesses to trade internationally for a number of reasons. Including: Ability to Communicate A business ability to communicate with its employees, customers and associates completely changed when the internet provided new communication tools. For example; email and instant messaging have changed the way Waitrose communicates. This makes it easier to provide information to other businesses and potential buyers, as well as it is also easier for the business to send and receive information from within the organisation to other departments around the world, therefore, sales revenue should increase. Using digital advertising Including the Internet in a business' advertising budget extends a business' ability to attract customers from their back yard to all four corners of the globe. Websites, banner placement and search engine optimization, also referred to as SEO, allow Waitrose to have a presence on the web and reach millions of potential customers. Marketing to a wider area With Internet marketing, Waitrose must be aware of the needs of its customers. Competition is no longer localised, which means that a business now has competition all over the world. It is necessary that a business know what its customers want and deliver it. Surveys, questionnaires, feedback forms and comments on a website can be used to monitor a business' customers' needs.