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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