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  "documentTitle": "What the Customer Really Wants",
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      "text": "Right now, Fun-Seeking Multichannel Natives have plenty of time to go shopping but not much money. Although they prefer traditional shopping expeditions, cost constraints often force them to go on the Internet instead. Proportionally, this segment spends more money online (22%) than any other segment.",
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      "text": "The second group of young consumers – Mainstream Offline Shoppers – account for a quarter of all customers and sales. They also have a weakness for offline purchasing, which makes them singularly important to brick-and-mortar retailers. The good news is that young consumers with a high affinity for offline retail still exist.",
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      "text": "To survive – and thrive – in a multichannel shopping world, it is imperative to know and understand your customers' data. What makes them tick? What do they expect? Young consumers... are not a homogeneous group...",
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      "text": "Despite their comparatively high affinity for online, it is not impossible that some Fun-Seeking Multichannel Natives might be \"re-educated\" to see the benefits of brick-and-mortar retail. For example, the positive experience of taking a new purchase home with them straight away could be a way to win young people with an affinity for online back over to the offline world...",
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