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      "text": "When British retailer Topshop first launched in China, it did so with an online-only strategy in collaboration with Chinese fashion e-tailer ShangPin. Their launch campaign, “The Mobile Adventure,” was introduced in a pop-up environment in a Beijing shopping mall, and allowed customers to try on clothes and then purchase them through a QR code. The apparel was delivered the next day.",
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      "text": "Men’s clothing retailer Bonobos represents the gold standard in showrooming. Since 2012, the company—one of the hipper retailers catering to 18–40 year-old men—has been experimenting with Guideshop showrooms, now in 30 locations. Consumers can walk in or book an appointment, enjoy a beer or other cold drink, and chat with knowledgeable salespeople. Guideshops lower costs by requiring fewer sales people and having small footprints. Furthermore, since repeat customers’ details (such as sizing and favorite styles) are recorded in Bonobos’ data system, customers are more likely to make online purchases unassisted in the future, driving loyalty and lower returns, even for e-commerce transactions. Outside of the physical store, customers have three channels—live chat, email, or customer service telephone line—to interact with so-called “Ninjas,” representatives whose job it is to go beyond any one sale and, and, instead, promote the brand through their interaction with customers.",
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