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Retailers tap multichannel options to retain customers

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Brick-and-mortar retailers are fighting showrooming with more buying options for customers through multiple channels, a strategy marketers describe as “call, click or come over.” Home Depot, Kohl’s and Anthropologie are among the brands trying to get a leg up on online competition by using their physical locations to their advantage: Customers can make purchases online and drive to the nearest store for immediate pickup, or store clerks will make online orders and provide shipping for items not in stock. Adweek

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