Despite the fact that online shopping has grown at a colossal pace for the past two decades, brick-and-mortar stores are still as important as ever. This is mainly because the online store experience still fails to give the user a real contact with the product to be sold.
This is why it’s frequent to see a customer start shopping in one channel and finish the purchase through another one.
Consumers need to feel confident about their purchase decisions, and mere flat images, dimensions or specs can’t replace the intimacy generated by trying the products in real-time, in the customer’s real environment.

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