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This interesting article in the Wall Street Journal notes that whereas holiday season success for shops was once based on products, shipping is becoming the new competitive advantage. There is one question though: with all the focus on the big express companies, how much of a competitive advantage can retailers really get, if they are all using the same service? Perhaps, as explained by the chief of Sears, it’s all about the DCs. “If you want to go head-to-head with Amazon, you go out and build a bunch of distribution centres.”