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Understanding online shoppers in Europe

Retail sales in Europe have been hit hard by the economic crisis, but as retailers struggle to navigate through the storm, they shouldn’t lose sight of the region’s longer-term shopping trends. Online sales have been growing there, often mirroring the rise in broadband access. Retailers looking to move online or to raise their Internet sales must not only target the right segments but also take national variations into account before they develop a specific marketing mix.

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