Since the introduction of the internet, to go on a shopping spree doesn’t require more than a computer or a smartphone. Channels of communication for companies to reach out to consumers has expanded, and personalized marketing is a fact. For physical retailers, product placement and merchandising in the department store is one way to compete against e-commerce and personalized marketing. The purpose of this study was to examine how department stores works with product placement and other means to reduce consumers buying decisions with regard to modern e-commerce and personalized marketing. With qualitative, semi-structured interviews. These where analyzed using theories built with behavioral patterns of the individual and of theories about product placement. The results showed that product placement´s main role is to keep customers in the store longer and attract customers to more purchasing decisions. E-commerce is considered according to the department stores to not pose any threat. To create added value for customers in department stores are just as important as product placement, which is the largest difference between e-commerce and department stores.