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The multi-channel consumer is the new reality and increasingly product awareness starts on a mobile device and for some it is the only one they use. But it’s the smartphone that really takes up the mantle for being the ultimate retail device. Three distinct but interrelated mobile shopping activities have emerged where the smartphone is used right through the purchase journey. But not only that, the journey is not just a virtual one at home, but one where the physical and digital worlds enmesh. Smartphones are increasingly used outside of the home, en-route and in-store to act as shopping companions leading to either an online or point-of-sale purchase.