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Report: Online-only strategy ultimately unsustainable for most retailers

January 13, 2016

A new study links retailers’ success to an omnichannel strategy that includes physical stores.

According to the report, by L2 and titled “Death of Pureplay Retail,” online-only retailers are at a disadvantage due to high costs for marketing and shipping, making their business model challenging and ultimately unsustainable in the long-term.

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