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  "documentTitle": "10 retailer investments for an uncertain future",
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      "text": "It’s all about the customer: retailers are focusing investment on in-store experiences and social media campaigns while improving their ability to get a single view of the customer",
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      "text": "Improving our customer systems to improve our single view of the customer: 31%",
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      "text": "Planned investment: 37%",
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      "text": "This year’s Total Retail research tells us that consumers want in-store features: 68% want the ability to check other store or online stock quickly, 59% want an inviting ambience, and 59% want the ability to see/ order an extended range of products. Yet, as our gap analysis shown earlier illustrates, satisfaction with these offerings is much lower. One solution could be for retailers to invest in showrooms: physical locations that are designed not to push product, but instead to entice consumers with all of those amenities they want from the store. A showroom offers a comfortable, inviting—sometimes even luxurious—environment to peruse products, get advice on sizes and styles, and place an order. The shopper’s products are then shipped to the consumer’s home from an offsite warehouse or store. Since a showroom has no need to maintain the expense structure associated with selling goods and shipping, showrooms can be very economically viable for retailers. And retailers seem ready to put money into the store. As this illustration from a PwC/SAP retailer survey shows, 37% of retailers say they are planning on increasing their investment in the store experience—the top-rated choice to the question about what kinds of omnichannel investments they would make.",
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      "text": "Source: PwC & SAP Retailer Survey; Base: 312. Are you planning to increase investment in any of the following omnichannel areas?",
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