Companies are always looking for ways to extend their brands to new customers. That’s particularly true of retail and consumer brands at a time when the drawing power of physical stores has been diluted by the proliferation of online options that accounted for $349.9 billion in sales in 2016, a 15.6% increase over 2015 and representing 11.7% of total retail sales last year (excluding items not normally purchased online, like fuel and cars), according to Commerce Department estimates.






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