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More Italians are surfing the internet (up by 3%), using smartphones (up by 20%), making purchases online (up by 11%) than in 2014. New digital habits are changing how Italian consumers make purchases. Of those browsing on mobile devices, 78% use a smartphone when actually buying. Omni-channel retailing and the future shop: this is what will drive digital innovation in retail. Back-end innovations are the most consolidated and wide-spread among top retailers. Omni-channel retailing and consumer experience in sales points will guide the process of innovation over the next years. Future investment priorities will change depending on the sector. Clothing is an area particularly interested in experiential innovation within the sales points, while in Food the focus is on solutions to simplify the check-out phase.
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