As we’ve spoken with practitioners about how they are refocusing their commerce strategies in the coming year, we heard the same two questions:

• How can I maximize growth from our existing digital efforts?
• How can I generate more growth by expanding distribution of the products that I already have?

In both of these cases, the key is to take advantage of the long tail.

In this report, we’ll dig deeper into the challenges of re-focusing the business toward long-tail products and distribution, and hear from a dozen practitioners about how they’re profiting from this shift.

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