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In-store shopping allows customers to be sure about fit and sizing, for example.
In-store shopping is on the decline, as young shoppers increasingly turn to digital means to research and purchase products.
Shopping online as an alternative to in-store shopping can make much of traditional retail less attractive.
But it does offer a glimpse of a possible outcome for in-store shopping.
"It's not so much a question of in-store shopping, but a question of in-store experience".
For example, a friend or spouse or relative may give information about defects or the quality of products during in-store shopping.
Yet another change will be the obliteration of any remaining divide between online and in-store shopping.
Do you think the rise of mobile and social retailing will take customers away from in-store shopping?
He ultimately decided that working with legacy retailers to create a system for in-store shopping with cellphones was a "tremendous juggling act".
The system aims to simulate the in-store shopping experience, allowing the grocers to showcase their best stuff and customers to decide what looks good.
After a Thanksgiving weekend that set records in terms of sales, in-store shopping has dropped significantly in the two weeks that followed.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com