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  "documentTitle": "The next billion consumers",
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      "text": "However, there are considerable challenges to attracting and keeping these consumers. Operational risks are relatively high, even for traditional commerce channels. Digital commerce introduces additional issues; for example, last-mile delivery remains particularly difficult.",
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      "text": "But these markets can open a path to growth for companies that act fast. This report examines these emerging consumers in more detail, as well as the challenges to serving them. We also identify four drivers of success; focusing on developing them can help companies deliver highly differentiated, deeply digital experiences to win these consumers’ hearts, minds and wallets.",
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      "text": "The fact that existing digital consumers expect purchases to flow in rhythm with their lives presents a high bar. According to recent Accenture research, companies’ digital investments in these areas to date are already falling short of consumers’ expectations. Trends show that most businesses will not be ready to satisfy them.",
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