Not being online can be liberating

Throughout the history of retail we’ve had the innovators, the fast followers, the consolidators and the lemmings. Someone pioneers a new initiative. A group of exploiters copy it without really understanding it. A clever group work out how they can improve it. And when it becomes a thing, the lemmings blindly follow it. Many of them over a cliff. This phenomenon can easily be applied to e-commerce or its later incarnation – omnichannel retail. The current wave of opinion suggests that you c

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