But increasingly organisations - especially service organisations - are selling direct to the consumer via the telephone and the Internet. This has the potential to reduce costs (no retailer margin) and bring organisations closer to their customers. However, it also adds considerable burden to organisations to introduce payment and service systems that would previously have been dealt with by retailers. The introduction of a system of direct sales might also bring an organisation into conflict with existing retailers who they now compete with. For example, British Airways used to sell through travel agents, now they also sell directly via their website.