CHICAGO -- As supermarkets continue to experiment with on-line shopping strategies they are quickly learning that real success in this channel may only come with a shift in thinking about such things as service fees and order-fulfillment practices in place today. Virtual retailing will come into its own in a big way and the winners will be those who first invest time, money and resources to understand this evolving channel before devising a strategy. "This is going to happen," William ...

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