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.
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