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Among others, consumer products can be purchased in the Internet and in traditional stores. Each of the two has dedicated advantages. An online survey conducted within the frames of this work investigates these advantages. It motivates the transition of the advantages of online shopping, such as access to recommendations of other consumers, to the sales floor. Recent trends in mobile phone technology, for example the emergence of the mobile Internet, enable exactly this transition, potentially enriching the shopping experience in the real world. A key challenge though is a fast and convenient identification of products.
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