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Winning the omnichannel fight

Can bricks and mortar sales really be easily shifted online? Or is there more merit in coaxing online shoppers into physical stores? With rental space and staff expenses rising, there’s talk that retailers should be driving shoppers online and shutting some of their physical stores to reduce costs. But is this a wise strategy? Recent research by Temple University’s Xueming Luo, who worked with a Chinese department store, debunks the assumption that bricks and mortar sales can be easily shift