Online shopping has given wide scope to several retail companies. It is an easier way to reach out to customers. Prominent names in the retail industry have set up their online shopping websites as well. They have marked their presence on the internet with various advertising and marketing strategies. To be successful in the industry, right policies should be followed. If a company plans and implements its policies as per the changing trends in the industry, it is bound to be successful. Big companies like Walmart and Target have their own advertising and marketing professionals who are experts in their fields. They observe the various trends in the industry and accordingly formulate policies and strategies which will yield positive results. Companies have to formulate tough policies to withstand the tough competition in the industry.