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60% Of U.S. Retail Sales Will Involve The Web By 2017

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Retailers should focus on three main areas in order to prepare for the web-immersed shoppers of the future, Mulpuru says. First, retailers should make sure to support self-service mobile functionality for in-store shoppers or provide associates with mobile tools to help shoppers.

In that vein, Mulpuru also recommends that retailers enable fulfillment of web orders using store inventory, and the reverse. “This approach leverages the increasing amount of research that happens online while taking advantage of store inventory that may be trapped in slower-turning stores,” she says.

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