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      "text": "DOGMA 5\nMultichannel retail will make everybody happy. \"Click and mortar\" is the only real way for traditional retailers to survive in the future.",
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      "text": "OUR REPLY\nThere is something to be said for it, but only if you go about it the right way. It is not enough simply to integrate online and offline channels. Consumers expect multichannel retail to deliver very different goods – from pure fun to no-frills efficiency. Retailers must understand these expectations and explicitly accommodate them.",
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