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"There's an interesting opportunity to innovate the in store shopping experience," he tells TechCrunch.
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The in-store staff is mostly aloof, surly.
"Other times you may want the in-store environment".
It does not limit what people can do on the in-store devices, Mr. Nordstrom said.
Then there is the in-store bakery, which can be smelt before it is seen.
But the in-store experience, at least for now, is a different story.
Labor groups and some employees say the low staffing levels are hurting the in-store experience.
Forget the in-store iPads, that sounds like the very least a modern customer might expect.
After about five minutes, the employee was paged over the in-store intercom.
That would eliminate, or at least pre-empt, the in-store disappointment.
The brand is also investing in connecting mobile web to the in-store experience.
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