AO’s Danny Emmett: ‘Pitting online and in-store against each other is a false fight’

AO Chief Operating Officer, Danny Emmett

Great innovators from Henry Ford to Steve Jobs had it right. Don’t just give customers what they ask for, give them what they don’t know they want yet

The accelerated move to online shopping during the pandemic has transformed retail, and given us at AO an unprecedented year of challenge and progress. 

We’re delivering to more customers than ever and have seen huge expansion in people, infrastructure and demand.  However, as ‘non-essential’ stores reopen this week, pitting online and in-store experiences against each other is a false fight. That’s not how customers see it, and neither do we. 

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