A study by IDC (paid: http://tinyurl.com/q6q8twz) has found that retailers in Western Europe are increasingly moving towards in-store digital transformations, to gain a competitive edge. All top retailers in the region are currently evaluating how digital impacts them, and what their approach and strategy should be. Two areas are being prioritised: equipping sales assistants with mobile devices, and replicating personalised online engagements in-store. eCommerce is a growth area, specifically mobile commerce.
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