The long overdue rise of rental is good for the retail industry — if we can get past a few glaring hurdles

Ben Crudo is the CEO of Diff, a tech company that designs and builds e-commerce solutions for major retailers. In this opinion piece, he writes that he recently decided to get a fancy new watch, but he balked at the price tag — then saw an opportunity to rent one and switch it out for a few months for a fraction of that cost.

Ben Crudo is the CEO of Diff, a tech company that designs and builds e-commerce solutions for major retailers. In this opinion piece, he writes that he recently decided to get a fancy new watch, but he balked at the price tag — then saw an opportunity to rent one and switch it out for a few months for a fraction of that cost.

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