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L2 Founder and NYU Stern Professor of Marketing Scott Galloway says pure play e-commerce will soon be dead in this Bloomberg TV segment. Galloway describes a rush to the middle where successful online retailers are opening stores (Warby Parker, Bonobos, Amazon) and traditional brick-and-mortar retailers (Macy’s, Bloomingdales, J.Crew) must bolster their online presence to survive. Online only retailers (Net-a-Porter, One Kings Lane, Fab) that fail to establish a retail footprint will soon be of the past.

Stores will serve as warehouses that ease pickup and returns, as well as experiences. See full episode here.

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