Before retail was called “retail,” making a purchase was simple: go wherever the thing you wanted was sold (or traded for) and buy it. That was it — and it couldn’t be more straight-forward.
But speak to someone in retail today, and they’ll tell you that world is long since gone. Today’s consumers have many potential paths to a single purchase, and they don’t just expect to be able to make that purchase in any channel. They’re expecting more.
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