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  "documentTitle": "What the Customer Really Wants",
  "authorId": "RolandBerger",
  "authorName": "Roland Berger",
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  "notes": "The slide discusses consumer segments (Mainstream Offline Shoppers, Fun-Seeking Multichannel Natives, Simplistic Shopping Minimalists) and the importance of data-driven approaches.",
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      "text": "Data-driven approaches that help retailers understand their customers and know what they really need are indispensable.",
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      "text": "Multichannel retail is the acid test: Multichannel users place widely differing demands on retailers. How efficient can retailers' offerings become to satisfy the needs of efficiency-driven shoppers without becoming boring and ultimately taking the fun out of shopping for well-off consumers? Acting in isolation, few retailers will be able to master this balancing act. To define the most effective multichannel strategy, providers first need an exact knowledge of their customers' shopping habits. We have listed the six simple questions that companies can use to identify their customer structure. Building on this foundation, they can then develop a multichannel strategy that is aligned with their customers' needs.",
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      "text": "Activating reluctant buyers: As the Simplistic Shopping Minimalists segment shows, more than one in ten consumers don't actually enjoy shopping, even though they could afford to splash the cash. Up to now, neither online shops nor offline stores have truly understood the needs of these consumers or coaxed them out of their shell. Vast potential remains to be tapped here in the future.",
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      "text": "Young consumers are split: Neither sales channel has yet won over 100% of young consumers. The needs of the younger generation are simply too diverse. This point is illustrated by comparing Mainstream Offline Shoppers (average age: 28) with Fun-Seeking Multichannel Natives (average age: 25). Juxtaposing these two segments also reveals that younger and better educated consumers tend to place more orders online and to merge their online and offline worlds to a greater extent. If brick-and-mortar retail continues to successfully meet the widely differing needs of younger people better than online channels in the majority of cases, then offline stores will indeed be able to defend their current dominant position.",
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      "text": "Servicing rural areas: The urban population in Germany is growing, but the population as a whole is set to shrink. Rural regions will thus become increasingly unattractive to traditional retailers. Consumers will be forced to turn to online offerings instead. Can today's offline retail providers come up with alternative models?",
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      "text": "For many product categories and customer segments, the palpable mood of doom and gloom in the debate about online growth and multichannel retail is exaggerated. In the years ahead, success in four key dimensions will determine the outcome of competition between offline retailers and their Internet rivals.",
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      "text": "These four dimensions are very different. As yet, no ready-made solutions exist. One development is foreseeable, however: Competition for customers is already fairly cut-throat in Germany, and it will intensify to a level seen in scarcely any other country. Data-driven approaches that help retailers understand their customers and know what they really need are indispensable. They are the only thing that can show retailers the right way forward in a world of multichannel shopping.",
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