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CONCLUSION

Over the next decade, stores will face more change than they have experienced in the past half century as they
race to meet customer expectations. Retailers should see these heightened expectations as an opportunity
to accelerate their ongoing digital transformation. The importance of the physical store is evidenced by the
increasing number of ecommerce players who are opting for physical spaces. Stores are relevant in our
technology-enabled age, but only if bricks-and-mortar retailers make a digital connection with their consumers.

Research Methodology

The research for this study was conducted in the following phases:

Consumer Survey Split of Consumers by Country Split of Senior Retail Execu

This phase involved conducting a survey of Spain 14C%hina Chi1n1a% 1
6,000 consumers across the US, the UK, France, nds 9%
Germany, Italy, Spain, Sweden, Netherlands and
China in November 2016.

Survey of Retail Executives N9et%herla 11It%aly

This phase involved conducting a survey of Italy 1 SpSweden
500 senior retail executives across the US, the 11% US 11%
UK, France, Germany, Italy, Spain, Sweden, 13%
Netherlands and China in November 2016. U1K1% ain1% 11%
The retail executives surveyed were part of the 1S1w%eden Netherlands
retail operations or strategy teams. 47% of retail Fra1n1c%e G1e1r%many
executives surveyed belonged to organizations
that had revenues of more than $5 billion.

Split of Consumers by Country Split of Senior Retail Executives by Country

Focus Interviews with Retail Tech Startups

We interviewed u2n4desrtsatratunpdndss hfooSpw9ca%inutshiengup1o4Cc%hninoamreitnagil Chi1n1a% US
technologies to 12%

N9et%herla
retail innovations could transform stores. 11It%aly
UK11%

1 Sp
US
13%

1S1w%eden
Focus Interviews with Store ManagersItaly Sweden Ge1r1ma%ny
11% 11%
We interviewed select store managers for
international brands with stores in London toU1K1% ain1% 11% 11F%ran
understand the level of implementation, benefits Netherlands
and challenges for in-store digFirta1inz1c%ae tion iG1ne1ri%mtiaanytives. ce

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