How to make the most of Omnichannel retailing

Read "How to make the most of Omnichannel retailing" and answer the following: 

1. Assume you are the marketing manager for a small but growing regional omni-channel retailer. You come across this interesting HBR article. Provide a brief synopsis to send to your company's CEO which includes details of Dr. Luo's research study, its findings, and provide actionable strategies for your company based on the findings. 

2. Why is it that encouraging online customers to visit a store increased profits while incentivizing in-store customers to shop online decreased profits? 

3. Gathering support from this article indicate why Amazon is opening brick-and-mortar stores (or acquiring Whole Foods). 

This is the article link: https://hbr.org/2016/07/how-to-make-the-most-of-omnichannel-retailing