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Creating E-Tail Sales Out of Thin Air
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Online and offline stores have a reciprocal beneficial effect |
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The article focuses on the relationship between the web site and the point of sale. It underlines that both must be comprehended as "mutliple channels used in an integrated way". Far from cannibalizing each other, they reciprocally generate traffic for each other.The author of the article insists on not neglecting one or the other: a bad experience will negatively impact the brand online as much as in the shop. |
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