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Reckless drive to online? Overall shift to online is driven by customers; their needs and behaviours have changed. JL responded boldly and have become one of the best online retailers in the UK. They have also done a remarkable job at retaining the uniqueness and value of their stores - and integrating their store and online offer. Of course they are facing some challenges in stores - as many other retailers are. Should they have stuck their stuck their heads in the sand, ignored the changing needs of their customer and remained a store only retailer? That really would have been reckless

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