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Sorry Sears. You’re not one of them, no matter what you do with Amazon.

It’s becoming more widely understood these days that companies and entire industries are struggling to maintain their conventional retail presence. Take Sears for example, which seems to have been hovering near bankruptcy for years. It just made an announcement that it will partner with Amazon to create and sell Alexa-enabled smart-appliances and its stock shot up 20 percent!

At first glance, this looks like a huge win for Sears. But it doesn’t directly help Sears stores themselves which have been struggling for a long time. The new appliances will be sold on Amazon, giving consumers less reason to actually go to a Sears store.

The story is different…