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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