Today's emphasis on omnichannel retail strategies begs a valid question: Is it worth all the investment and gyration? Each retailer's answer will be unique, but underlying them all is an irrefutable fact: when purchases touch multiple channels a retailer's profit drops. As sales volume shifts to multi-channel, how long will it be before margins are reduced to unstainable levels? Kevin Sterneckert provides insight into this dilemma and offers a solution.
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