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Every week you could find something different. It’s not going to be the same stock for the next six weeks,” she says. It’s worth noting that TK Maxx in the UK and its US sister, TJ Maxx, do operate online stores. However, parent company TJX has previously stated that e-commerce represents just 1% of sales and has had an “immaterial impact” on the business. The company told Fora its longstanding practice was that it didn’t comment on its business activities. Small, independent retailers are considered to be best placed to leverage ‘experiential retailing’ – and they often don’t have the financial clout to roll out a fully fledged e-commerce service. However Ruth Ní Loinsigh, owner of Om Diva boutique on Dublin’s Drury Street, says there are a number of reasons she doesn’t sell online. For one thing, customers appreciate the face-to-face interaction – but she says online also takes up a significant amount of resources. “We do have a website. We were selling on it. We did sell a few bits and pieces and it would always be amazing when you woke up in the morning to see your Paypal account has been credited.

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