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Hi Henry,
I think the main concern is their ability to execute their online strategy successfully rather than the margin itself which I believe the company can pass down the cost to the consumers. Fundamentally, I believe what keeps management awakes at night is the disruptive retail platform created by Amazon. Although online retail may not replace the traditional shopping experience, we can’t justify it when the cost of shipping is close to negligible.
Shopping items with competitive pricing being displayed at online may offer compelling reason why shoppers should shop online, instead of merely for the experience.