Online Shopping Isn’t as Profitable as You Think
Harvard Business Review
AUGUST 21, 2014
Census Bureau, ComScore, eMarketer, and Forrester. Price comparisons are always tricky: they are complicated by the basket of items selected, how promotions and coupons are treated, the handling of loyalty program rebates, and many other variables. Even there, creative omnichannel retailers aren’t necessarily at a disadvantage.
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