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Bringing technology into the store requires a careful balance for natural retail

High-touch customer contact is a principal value proposition in the natural channel.

Emily Kanter watched the video of Amazon’s newest store concept, Amazon Go, with horror.

“Oh god, it terrifies me,” she says. “You can take anything off shelf, put it in your basket, and your phone reads that you took that item,” says Kanter, the second-generation co-owner of Cambridge Naturals in Massachusetts. “It just charges you as you walk out.” Troubled by the idea of transactions with zero human contact, she describes Amazon’s exp

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