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  "documentTitle": "What the Customer Really Wants",
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      "text": "And the only way to do that is to gain a better understanding of your customers' data.",
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      "text": "For customers who live some distance away from retail outlets, it has to be worth their while traveling to the nearest shopping facility. One possibility would be for retailers to let them check whether the products they want are available offline – a service that is already fairly widespread at stores such as Ikea and Saturn.",
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      "text": "Many factors will determine the future prospects of the retail industry. Experts agree that multichannel retail will play a vital role in winning tomorrow's customers. First and foremost, retailers and manufacturers must therefore find out whether a multichannel approach is at all feasible given their particular customer groups. The pivotal question is: What percentage of my customers are multichannel shoppers?",
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      "text": "Alternatively, where the shopping experience is the most important factor for customers, retailers should celebrate shopping as an event across all available channels. Offline, retailers such as Breuninger already organize this kind of shopping experience. Similar events are now also being staged online: In Australia, Vogue magazine has launched an online shopping night where participating websites run special offers.",
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      "text": "If it turns out that the customers do indeed shop in multiple channels, the next question is: Why do they buy certain products in one channel rather than the other? Where customers mainly want to save time, online and offline channels should be integrated in a \"click-and-mortar\" constellation that benefits customer convenience. This can be done by setting up pick-up stations for pre-ordered products, for instance, or crafting personalized offerings. The UK's Tesco Group has implemented this kind of model: Tesco customers have the option of shopping online and specifying a two-hour time window within which they want to pick up the goods. Anytime within the two-hour window, customers can drive to the store and get their shopping. They don't even have to get out of their vehicle: Tesco staff load the products straight into the trunk of the car, and off they go again.",
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      "text": "To put all this in a nutshell: Do it right and you can get consumers really excited about multichannel shopping. But \"doing it right\" means different things to different customers. The most important factor in a successful multichannel strategy is understanding that different consumer groups have different needs, and then understanding what these needs are and how they are structured. Instead of lumping all consumers into the same category, multichannel strategies must be carefully aligned with the customer segments that are economically relevant for the product category and the brand. Above all, it is important to address the specific needs of the targeted segments. And the only way to do that is to gain a better understanding of your customers' data.",
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      "text": "CONCLUSIONS",
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