A method for a retailer to communicate with a consumer using a push-to-talk communication established by a service provider server, the method comprising the retailer:
- receiving, from a service provider that operates the service provider server, software operable to implement the push-to-talk triggered communication with the consumer, wherein the software comprises a hyperlink defined by Hypertext Markup Language and which is a push-to-talk trigger for initiating the push-to-talk triggered communication, wherein the hyperlink is to be included in an email message to be sent to the consumer;
- incorporating the software in a web page of the retailer located on an internet server;
- communicating with the consumer using the push-to-talk triggered communication established by the service provider server.