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Today's customers want autonomy on how and when they engage with a brand. They shop via a variety of channels - in-store and online, at their own convenience. This positive blending of the physical and digital customer experience has given rise to the 'halo effect', where customers who purchase an item from a brand online, would go on to spend more at the brand's physical store. Retailers must be prepared to serve customers wherever they desire, or risk losing out to competitors. Read this white paper to understand why evolving customer expectations are driving retailers to actively develop omnichannel solutions.