Consultant offers secrets for enhancing online sales

John Torella, a partner with the Toronto-based retail and marketing consulting firm J.C. Williams, discusses what is needed to be a successful online retailer. Torella says being unique is key. "It's got to have a real point of difference, to the point where you would make it a destination -- you would go to the site. It's got to have all of those brand characteristics about it," he said.

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