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It’s the most wonderful time of the year—particularly for retailers. With the National Retail Federation forecasting a 4.1 percent increase in consumer spending this holiday season, those on both sides of the transactions seem to be feeling the spirit.
But it’s never been more necessary to keep up with consumers, who have evolved in their shopping preferences and habits. Smartphones and the Internet are almost always a part of the buying journey now, but often their use is in a bricks-and-mortar store.
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