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for entering this marketplace?

Matt Lawson, ao.com:

 Simple: Understanding the customer.

Q. How do you set the right levels of investment?

Matt Lawson, ao.com:

 People often ask why we have such a large team (400+) for an 

 online-  only retailer and I always relate this back to a physical store – one store could 

have hundreds of customers a day across the nation dealing with customers – if we 

were a physical chain of stores then we would need much more staff.

It is about context and we see that in our business.

Q. How important is content marketing for you?

Matt Lawson, ao.com:

 Massive! Sixty per cent of the market buy online, do their 

research online, etc. The only reason people would need to go into a physical store 

is to ask a question and we can still engage the customer and get exactly the same 

results without that.