As consumers, we may sometimes feel that we are in a fairly weak position. We are, after all, regularly dealing with large companies. We may feel quite small and powerless in comparison to these enterprises.

If you want to get the upper hand then it's important that you realise that you are vital to these companies. In fact, due to the power of the internet, you're becoming more powerful with every passing day.

Retailers are completely reliant on customers for their income. The internet means that we now have more access to retailers than would previously have been the case. The result is that these online retailers are desperately battling with each other for your custom.

So how do they go about getting your attention? The most obvious method is by advertising. Many large stores are spending millions of pounds each year on trying to attract new customers and keep existing ones.

Another method that they use is reducing prices. They do this to make their products and services more appealing. You need to be in a position to take advantage of this situation.

Price comparison sites can be used to enable you to identify stores that are selling particular products at low prices.

There's a further step that an increasing number of retailers are using and it's to your advantage. Many retailers are now offering discount codes and vouchers.

The reason that they are doing this is to encourage you to use their store, as opposed to that of their competitors.

You can find these codes by using listings sites, such as the popular Offer UK website. Identify a code for the retailer that you are about to make a purchase from.

Enter the code when you reach the store's online checkout and you should receive a lower price. The exact size of the discounts on offer will vary from one store to the next.

Take advantage of these hints to get the better of online retailers.