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  "documentTitle": "What the Customer Really Wants",
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      "text": "In addition, nearly 2,000 respondents kept a personal diary of their shopping activities in November 2012, recording exactly how much they spent, when, on what product groups and via which sales channels. This panel of respondents took us on a veritable multichannel journey through their information-gathering and purchasing behavior. In total, they documented spending of roughly EUR 2 million spread across 84,000 transactions.",
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      "text": "The shopping malls in which we carried out the surveys were all in downtown locations. More than four out of five consumers use other retail facilities, too. Accordingly, the consumers we talked to in our survey are generally representative of brick-and-mortar retail customers in inner cities. The latest study conducted by IfD Allensbach (the ACTA Study 2012) also found that only 8% of consumers make more than 20 purchases a year on the Internet. At the present time, it follows that the percentage of consumers who only buy online and never set foot in a brick-and-mortar store is negligible.",
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      "text": "Surveying customers in actual shopping situations had the tremendous advantage of providing authentic, reliable responses. However, the results may be slightly biased toward offline retail. Nevertheless, we believe that the large number of respondents makes the findings relevant for all manufacturers and retailers.",
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      "text": "In 64 shopping malls across Germany, we interviewed around 42,000 consumers about their shopping habits. We wanted to know what they buy online and what they buy offline. We also wanted to know why. What do they expect of retailers? And do the criteria they apply vary depending on the product group? Combining the results with socioeconomic parameters and data on consumers' personal values, our investigation delivered a very granular picture of retail customers.",
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      "text": "We then discussed shoppers' motives and preferences in a number of focus groups. We also looked at over 50 studies of multichannel retail to compare and validate our findings.",
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      "text": "think:act STUDY 7",
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