Why are so few retailers achieving true omnichannel functionality – and is it even possible?
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"cff74f08e905cbdae38a7ad30f18b9c4","s":"dfd1d862f11ef4ea"}