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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