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":"3fb4bb57300523026f3fdc22227c37de","s":"8d4d49c088087331"}
Share your thoughts. Click here