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.
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