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What do consumers really do? How do they navigate the online and offline worlds? Is multichannel retail merely an academic concept, or is it a reality for customers? And above all: What can retailers and manufacturers learn from the answers to these questions?
These questions were investigated by ECE (the market leader in downtown shopping malls in Europe) and Roland Berger Strategy Consultants, in collaboration with the Otto Group and Union Investment. The report "What the customer really wants" is the result.