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Exclusive whitepaper: Amazon's local strategy

from MultiBriefs Staff Writers

With its sights set on a profitable 2011 holiday season, online retail giant Amazon made a bold decision. Having millions of customers armed with smartphones and Amazon’s barcode-scanning feature, it chose to offer customers 5 percent off purchases if they went into a local store, scanned items for price and then went home empty-handed — retailers be damned. Thus began showrooming. And as Amazon captures local store data only to encourage consumers to buy online, it does so at the expense of the local retailer. more


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