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Historically, Amazon has proven to be highly effective at converting in-store buyers, all without spending marketing dollars on increasingly ineffective channels like print or leveraging first-party data on in-store buying behavior.
Online sales during the holiday season continue to be the supergiant’s sweet spot. Last year, Amazon’s online sales between Thanksgiving and Cyber Monday totaled 37 percent of all online sales during the five-day period.
If retailers play their cards right, that’s all about to change.
Traditional retailers are struggling to compete with Amazon, leading many to wonder if they are in for a disappointing 2017 holiday sales season.