Multichannel
July 31, 2014
Still from L2's omnichannel report video
By Joe McCarthy
Not long ago retailers were afraid that showrooming would gut in-store profits, but now the implications of the trend seem to have reversed, according to a new report by L2 and RichRelevance.
{"ct":"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","iv":"9902eaa939c40887fb2fb7dd2237c472","s":"78789c93967b4933"}
Share your thoughts. Click here