As a customer, I have the preconceived expectation that if I purchase online, it will be cheaper than going in-store.  I suspect websites such as eBay and Deals Direct has contributed to building this perception by aggressively advertising discounted products.  In today’s blog, I challenge the theory that online should be cheaper than in-store and give 10 easy to follow tips on how to balance a traditional outlet shop vs. an online store.

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