Both of these could describe the hat trick that retailers are trying to pull off with "click and collect" strategies. On the one hand, consumers are eager for the magic of going online with a click to purchase an item they can collect from a store. On the other hand, click and collect is a remarkable feat that most retailers struggle to pull off. Is click and collect the future of retail, or simply a reach too far in an attempt to compete with Amazon?

Why this is important: Omnichannel consumers are spoiled -- they want it their way! While click and collect might be consumer utopia, it is a remarkable feat which quite simply is beyond the reach of many retailers desperate to compete with Amazon.

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