Department stores are in structural decline as apparel sales increasingly move online. To compete against sophisticated digital pure-play retailers and take share from rivals closing up shop, brick-and-mortar department stores are integrating omnichannel features across search and navigation, as well as highlighting in-store services and events. A flurry of digital investment from sector stalwarts highlights a growing awareness of the importance of pick-up options and personalized shopping experiences — although most retailers miss key integration opportunities.
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