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Today's retailers are struggling to cope up with the rapidly shifting and highly disruptive business environment. Many retailers are trying hard to achieve their business goals and to drive incremental growth. Some of them don't even have enough capital to fund all of the initiatives they wish to chase in this fiercely competitive market. In recent years, the mobile technology, initially in smartphones, has developed to the stage where people are utilizing them in almost all of their routine life aspects. Today, mobile commerce has matured enough from a nascent channel adopted by a few of the companies to a crucial commerce touch point. Consumers want to interact with a brand that brings an easy and convenient shopping experience across multiple channels, and they wish to have consistent user experience and a level of service throughout.

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