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      "text": "Brick-and-mortar retailers should therefore think very carefully about the extent to which they need and, above all, want to engage in a price war with their online rivals.",
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      "text": "Wherever possible, traditional retailers should also try to achieve complementarity between the two shopping channels in the way they meet customers' needs - a \"click and mortar\" approach.",
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      "text": "Its online shop not only constitutes a virtual expansion to the chain store's shelves, it also creates an opportunity to intelligently combine online and offline services in a way that makes purchases especially attractive to customers.",
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      "text": "To create lasting differentiators, we believe that traditional retailers must build on their existing strengths. Where consumers primarily want to touch and feel products, and take them home with them immediately if they buy them, store concepts...",
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      "text": "I also think the idea of service is important. I am willing to pay more for advice, because I know that I will be twice as happy in the end - and that I can go back and speak to the same person if something really doesn't work.",
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