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Why the physical store still has a future

Els Breugelmans, KU Leuven
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In 1998, the cover of Time Magazine read, "Kiss your mall goodbye – online shopping is faster, cheaper, and better." The prediction was that physical stores (and shopping malls) would disappear, with online shopping taking over. Today, more than 25 years later, physical stores are still everywhere, but they are under pressure. The question remains: does the physical store still have a future?

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