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Case Study: Bringing A 19th-Century Vendor Into 21st-Century Retailing
By Wendy Meyeroff
Access the website of Mast General Store (www.mastgeneralstore.com), and you immediately get the flavor of an old-fashioned general store. That's good … because that's exactly the impression the company wants to give new and returning customers. The original store was founded in 1883, and there are now eight locations. The company's current ownership began in 1980, and in 2007 an extensive search for a 21st-century multichannel retailing system began.
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