Why are so few retailers achieving true omnichannel functionality – and is it even possible?
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"4ce21dbe494aa840260567076852cbcb","s":"0c60958296681b7c"}