It is a relationship that is often described in absolute terms of being a choice between one or the other, but according to Retex SpA, stationary and digital retail are not mutually exclusive. According to Retex Cofounder Fausto Caprini, the two sales models should not be seen as wholly separate entities but as two sides of the same coin. He predicts that, in the coming years, 80% of retail sales will still be made in brick-and-mortar shops and that that is where the competitive advantages of personal service and digital technology will come together.
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