1666-1684, available at: http://doi.org/10.1108/03090560310495401. The literature reflects great interest among practitioners and scholars in the implementation of new technologies in stores. Online shopping is undoubtedly a very convenient way for consumers for they don’t need to be in the mall physically and still could buy what they want. (2014), “The impact of e-atmospherics on physical stores”, Journal of Retailing and Consumer Services, Vol. Of Generation Z consumers, 76.7% have made online impulse buys, and 78.2% of millennials have made online impulse purchases.” which means the young is becoming the main force in online shopping.(https://fitsmallbusiness.com/online-shopping-statistics/). Notes. PHASE-1 3. Massachusetts has been losing revenue from residents who buy products tax-free online — an estimated $387 million in 2011 alone. I hope they can keep away data snoopers. Based on the analysis of the items’ contributions and relevance to the content validity of each factor, it was decided to remove the item “FT4” as the results showed it was not significant (Hair et al., 2013). 1, pp. 22, pp. 91 No. 713-735, available at: http://doi.org/10.1007/978-3-540-32827-8, Hernández, B., Jiménez, J. and Martín, M.J. (2009), “Age, gender and income: do they really moderate online shopping behaviour? 15 No. On a side note, profitable U.K. company Ocado is the world’s largest online-only grocery store and is now more heavily automated than Amazon’s warehouse facilities. The conveniency of online shopping rendering it an emerging trend among consumers, especially the Gen Y. Rapp, A., Baker, T.L., Bachrach, D.G., Ogilvie, J. and Beitelspacher, L.S. 113-133, available at: http://doi.org/10.1108/14684521111113614, Jackson, L.A., Zhao, Y., Qiu, W., Kolenic Iii, A., Fitzgerald, H.E., Harold, R. and von Eye, A. ABSTRACT The advancement of e-commerce in the last decade has transformed the way Muslim consumers select and purchase products that meet their lifestyles. 4, pp. (2015), “Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance”, Journal of Retailing, Vol. 31-39. Online shopping can curb impulse shopping, and browser plug-ins like Rakuten help you get cash back when you shop. This consumer behavior poses several challenges, such as the practices of webrooming and showrooming. (2016), “Recasting the customer experience in today’s omni-channel environment”, Universia Business Review, Vol. According to the latest statistics shown that, in the U.S., more and more teenagers choose to shop online. (2001), “Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics”, Journal of Marketing Research, Vol. Authors: … In addition, it should make it possible for staff to give them advice without the need for the shoppers to leave the fitting room and facilitate the use of their own smartphones to compare prices and search for opinions. 6, pp. An original model is developed and tested with 628 omnichannel customers. Gender in particular is a factor that influences both the purchase experience (Kolsaker and Payne, 2002; Zhou et al., 2007) and internet usage (Jackson et al., 2008; Zhang, 2005). This study suggests that consumers expect stores to offer them technological devices in the exhibition space, facilitate the use of their own devices and equip their fitting rooms with additional technological services. Stone–Geisser’s cross-validity redundancy Q2 was 0.579 for men and 0.548 for women, confirming the predictive relevance of our model (Hair et al., 2011). 97-110, available at: http://doi.org/10.2139/ssrn.2585491, Frazer, M. and Stiehler, B.E. The omnichannel concept is perhaps one of the most important revolutions in business strategy of recent years, with both practical and theoretical implications (Bell et al., 2014; Brynjolfsson et al., 2013; Piotrowicz and Cuthbertson, 2014; Verhoef et al., 2015), and the fashion industry has been one of the first to implement it (PwC, 2016). Services: Retail banking, personal insurance, financial service, real estate, stocks and shares, Tourism, florists, entertainment tickets, virtual education, information services, etc. An Internet survey was implemented and 1133 responses were received. Some of the most well-known fitting-room technologies are the smart mirror or “virtual garment fitting system,” which allows the customer to try clothes on virtually via a 3D body-scanning system (Pantano and Viassone, 2014), and tablets, which allow the customer to choose different outfits, sizes or colors without leaving the fitting room, thereby making the experience more pleasant and convenient. Technology helps close the gap between in-store and online, making shopping more enjoyable for today's customer — and a happy customer is always good for retailers. It thus allows its customers to use different channels simultaneously (physical store, online store, social media and mobile app) during their purchase journey. 29 Nos 13/14, pp. 262-266, available at: http://doi.org/10.1057/dddmp.2014.16, Corpora 360 and iab Spain (2015), “Estrategia omnicanal del retail en España”, available at: http://boletines.prisadigital.com/Estudio_Retail_Digital_2015.pdf, Crittenden, V.L., Peterson, R.A. and Albaum, G. (2010), “Technology and business-to-consumer selling: contemplating research and practice”, Journal of Personal Selling and Sales Management, Vol. (2009), “Behavioral effects of digital signage”, Journal of Advertising Research, Vol. In the retail industry, technology is changing the way many aspects of the industry are conducted. 6, pp. Numerous studies have highlighted that mobile technology has become a key tool at different moments before and during the shopping journey (Pantano and Priporas, 2016; Zagel et al., 2017). This section describes the effects on purchase intention of the use of technology in the store. You’re only a couple clicks away from getting the things you need thanks to the many options for online retail. Altogether, retail shopping and technology are becoming increasingly more linked. Virtual reality can provide individuals with instant, real-time and real life … (2005), “Age, gender, and internet attitudes among employees in the business world”, Computers in Human Behavior, Vol. To our knowledge, it is the first academic, empirical study on the intention to use in-store technology in a clothing store in Spain that also analyzes the moderating effect of gender. Importance of information technology in Retail 1. 54 No. The authors thank the Chair in Commerce at the University of La Rioja (Spain) for the financial support and A.M. acknowledges the C.A.R for an FPI grant. Alexander, B. and Alvarado, D.O. To measure purchase intention, we used the scale developed by Pantano and Viassone (2015). Younger consumers make many more unplanned purchases than the average shopper. The company Zara was chosen because it is one of the largest and most well-known clothing retailers in Spain to implement an omnichannel strategy. 46 Nos 1/2, pp. The advance of technology has encouraged this development while at the same time Information technology has obliterated the borderline of each country. 76 No. 59 No. 1, available at: http://doi.org/10.1016/j.chb.2004.02.006. 1. For one, we must be very careful with our personal information, such as the passwords and debit card number. 2, pp. 25 No. 8 No. Se ha desarrollado un modelo original que fue testado en 628 consumidores omnicanal. (2010), “Exploring gender differences in online shopping attitude”, Computers in Human Behavior, Vol. 267-281, available at: http://doi.org/10.1007/s12525-011-0074-y, Sarstedt, M., Henseler, J. and Ringle, C.M. The results showed that in-store technology was the strongest predictor of purchase intention in the case of men, followed by the concept of own technology, which refers to the technology that omnishoppers carry on their person (smartphones and other devices), and the technology offered in fitting rooms. A further limitation stems from the fact that the information is limited to Spain, which places constraints on any generalization of the model to other geographical and cultural spaces. and Kafka, R. (2016), “Solving the crisis of immediacy: how digital technology can transform the customer experience”, Business Horizons, Vol. 166-185, available at: http://doi.org/10.7195/ri14.v15i2.1070, Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S. In retail, the ‘Internet of Things’ (or IoT) is the technology that will drive truly connected, omnichannel experiences. Especially in retail, technology gives you the platform to better satisfy your customers by helping you concentrate on their needs. 29 No. It is early days in the development of what is effectively an Internet of Things-style technology experiment, but it is clear the trial is a step towards predictive online shopping and an exploration of the potential in consumers setting up automated eCommerce. In an omnichannel environment, not only do the retailer’s technologies but also those personal devices that customers use in the store, such as their smartphones, smartwatches and other wearables, matter. However, our privacy may be damaged online shopping. A brand’s physical presence must add value in terms of service, product availability, engagement and the overall customer experience (Aubrey and Judge, 2012). ”, Online Information Review, Vol. 18 No. Este estudio tiene un doble objetivo: primero, analizar como la intención de usar diferentes tecnologías interactivas en una tienda de moda afecta a la intención de compra; y segundo, comprobar el efecto moderador del género en esta relación. 1, pp. Artificial intelligence (AI) Big data is the buzzword sweeping most industries in the business world … 9 No. 4, pp. 309-316, available at: http://doi.org/10.1007/978-3-642-32692-9_40, Cook, G. (2014), “Customer experience in the omni-channel world and the challenges and opportunities this presents”, Journal of Direct, Data and Digital Marketing Practice, Vol. 13 No. 56 No. 151-159, available at: http://doi.org/10.1007/978-3-319-41947-3, Zhang, J., Farris, P.W., Irvin, J.W., Kushwaha, T., Steenburgh, T.J. and Weitz, B.A. 570-578, available at: http://doi.org/10.1016/j.jretconser.2013.07.006, Henseler, J. and Fassott, G. (2010), “Testing moderating effects in PLS path models : an illustration of available procedures”, Hanbook of Partial Least Squares, Springer Berlin Heidelberg, pp. That way, customers will be able to compare prices, check stock availability in real time or interact with the brand, making the shopping process easier and more pleasurable and preventing free-riding consumer behaviors. However, our privacy may be damaged online shopping. Described as channel agnostic, these consumers do not care whether they buy in-store, online or via mobile as long as they get the product they want when they want it at the right price (Aubrey and Judge, 2012), because what they ultimately want is to have the same brand experience regardless of the channel used (Dholakia et al., 2005; Eaglen, 2013; Juaneda-Ayensa et al., 2016; Zhang et al., 2010). You can see that the trend of online shopping is getting higher year by year. (2015). 4, pp. This type of technology will thus be treated separately here. 1-19, available at: http://doi.org/10.4067/S0718-27242012000400001, Pantano, E. and Naccarato, G. (2010), “Entertainment in retailing: the influences of advanced technologies”, Journal of Retailing and Consumer Services, Vol. The sample consisted of 628 individuals who were representative of the distribution of online shoppers according to recent surveys (Corpora 360 and iab Spain, 2015) (Table II). virtual fitting room: a tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions”, Journal of Retailing and Consumer Services, Vol. This was a major game changer, and technology’s role in the shopping experience will continue to evolve. Custom labels don’t necessarily improve ad visibility, but they will enhance a marketer’s campaign management skills. 1, pp. Lazaris, C. (2015), “Mobile apps for omnichannel retailing : revealing the emerging showrooming phenomenon”, 9th Mediterranean Conference on Information Systems (MCIS), Samos, p. 12. (2016), “Smart shoppers’ purchasing experiences: functions of product type, gender, and generation”, International Journal of Marketing Studies, Vol. 1, pp. The technology-centered view involves the technical specifications of an online store that influence consumer’s awareness of using that technology (Chen et al. Finally, they used their smartphones in the physical store primarily to compare prices (OT2) and search for opinions about the products (OT3). 2, pp. 27, pp. That's a lot of books. 8 No. I am definitely crazy about shopping online because it really saves me time, and it has the delivery service so that I don’t have to carry those heavy bags home. According to a study presented by Gartner, an American research firm, by … Artificial Intelligence. Recently, interactive in-store technologies have been implemented with the aim of increasing consumers’ satisfaction and enhancing their shopping experience. 1, pp. The best way to think about omnichannel is to think about the evolution of retailing. 352-375, available at: http://doi.org/10.1108/09593840710839798, Beck, M., Crié, D. (2015), “I virtually try it … I want it ! Business concepts and models were revolutionized as a result of the introduction of technology. The Role of Consumers' Trust in Online-Shopping. Published in Spanish Journal of Marketing - ESIC. 548-555, available at: http://doi.org/10.1016/j.chb.2016.03.071, Pantano, E. and Servidio, R. (2012), “Modeling innovative points of sales through virtual and immersive technologies”, Journal of Retailing and Consumer Services, Vol. 20 No. In US, 76% of U.S. are online shoppers. 26 No. Bachrach, D.G., Ogilvie, J., Rapp, A. and Calamusa, J. IV, (2016), “Price matching: to match or not to match?”, More than a Showroom, Palgrave Macmillan, pp. An omnichannel store is one that blends the advantages of physical stores (e.g. (2016), “Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention”, Frontiers in Psychology, Vol. Online shopping experience Enhancing the in-person experience is one thing; enhancing the online experience is another. The prevalence of online shopping has raised the interest of the retailers to focus on this area. (2006), “The path to customer centricity”, Journal of Service Research, Vol. In this paper, we will differentiate between in-store technology in general and the technology used specifically in fitting rooms. and Verhoef, P.C. Specifically, as shown in Figure 2, the most important reasons for using in-store technology for men were to get discounts (ST4), to look for an item or size not available at the store (ST3) and to avoid carrying heavy bags (ST2). Column PEV shows the p-values obtained applying the method proposed by Chin (2000). Dholakia, R.R., Zhao, M. and Dholakia, N. (2005), “Multichannel retailing: a case study of early experiences”, Journal of Interactive Marketing, Vol. 97-116, available at: http://doi.org/10.2753/JEC1086-4415180404, Brown, M., Pope, N. and Voges, K. (2003), “Buying or browsing? Today’s consumers prefer to consult with their phones rather than interact with a salesperson while shopping at the store (Rippé et al., 2017). Technology has changed the manner in which retailers and customers interact, enabling marketers to build their online brand image and equity. 89 No. This paper explored a method to boost online shopping through mobile technology. 4, pp. Our findings support and provide further evidence for the idea that consumers’ purchase intentions are influenced by their intention to use different digital technologies and practices in-store. But only a select few can claim that they always knew online shopping would rule retail markets. Of the total number of surveys collected, 49.2 per cent of the respondents were male and 50.8 per cent female. Column PW−S shows the p-values obtained applying the Welch–Satterthwaite test in the cases where the variances of the two samples were different. Failing to manage the materials contained in this record-keeping system can have serious consequences for online stores. PHASE-III 13. 1074-1081, available at: http://doi.org/10.1016/j.jbusres.2015.08.023. 36 No. Artificial intelligence (AI) AI is automating and customizing the retail experience, aiming to make … a greater product offering and 24/7 availability and information). Price matching: to match or not to match? 113-124, available at: http://doi.org/10.1177/1094670506294666, Shankar, V. (2014), Shopper Marketing and the Role of in-Store Marketing. Keeping the website running and up to date is also how information technology is used online. The store of the future could be right outside your door any minute now, according to Per Cromwell, advertising executive turned entrepreneur and founder of Moby Mart. No doubt, technology plays a very important role in easing the online shopping experience. Often, customers do not buy because they do not want to go to the fitting room and have to try things on, because they are alone and it is a nuisance to have to leave the fitting room to look for a garment in another size, etc. 40, available at: http://doi.org/10.1016/j.jretconser.2016.08.006, Beck, N. and Rygl, D. (2015), “Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing”, Journal of Retailing and Consumer Services, Vol. 21 No. 24 No. You can join in the discussion by joining the community or logging in here.You can also find out more about Emerald Engage. Essentially, information technology can speed up processes and deliver cost saving benefits to the company. They were most likely to consider using fitting-room technology to ask for advice without leaving the fitting room (FT1) and to look for clothes to complement their outfits (FT2). Essentially, information technology can speed up processes and deliver cost saving benefits to the company. I do believe that online shopping is great but it of course has its downfalls. This fact has made selling to consumers truly complex (Crittenden et al., 2010) due to consumers’ simultaneous evaluation of all channels and the resulting need for retailers to integrate all channels seamlessly to prevent cross-channel free-riding behavior (Chiu et al., 2011; Heitz-Spahn, 2013; Neslin et al., 2006; Pantano and Viassone, 2015). 331-340, available at: http://doi.org/10.1177/1094670510375601, Venkatesh, V., Thong, J.Y.L. Webrooming occurs when consumers research a product online but ultimately buy it in a physical store (Flavián et al., 2016; Wolny and Charoensuksai, 2014). 268-277, available at: http://doi.org/10.1016/j.elerap.2010.07.002, Choi, R. and Cho, C.S. However, the ease of payments hasn’t been sorted out when it comes to voice-assisted shopping. and Pallas, F. (2010), “Managing marketing channel multiplicity”, Journal of Service Research, Vol. Bell, B.D.R., Gallino, S. and Moreno, A. Zhou, L., Dai, L. and Zhang, D. (2007), “Online shopping acceptance model: critical survey of consumer factors in online shopping”, Journal of Electronic Commerce Research, Vol. 56 No. We conclude our week long series on Amazon innovation with the service that started it all: Amazon's incredible online store. 35 No. 1, pp. Ever since, many online shops have emerged in Indonesia targeting Muslim market which is huge Acknowledgment. 26 No. Online shopping has become a new trend of shopping nowadays and is quickly becoming an important part of the lifestyle. The main technology challenge for brands will be to take advantage of the existing brand–customer interaction through mobile devices, as well as to understand customers’ preferences to personalize the shopping experience using new marketing formats and technologies. Poncin and Ben Mimoun (2014) demonstrated that the experiential aspects of new in-store digital technologies may attract more shoppers to points-of-sale, reducing the boundaries between classical in-store atmospherics and e-atmospherics and possibly increasing sales. Moreover, a version of this work has been previously published as working paper No. In summary, the measurement instruments exhibited acceptable reliability and validity. Read more. 63-82. https://doi.org/10.1108/SJME-03-2018-008. That thinking has evolved in recent years. Disadvantages of Shopping Online . These findings have several important managerial implications for retailers. There are many other information techonogies used in online shopping. E-Commerce is rapidly becoming popular. In their study on how companies are leveraging digital technologies with the aim of transforming the customer experience, Parise et al. Many e-commerce researchers have found and selected convenience as an important factor at online shopping and consumer behaviour.This shows not only the importance of convenience in online shopping, but also it shows that website information convenience plays very important role in success of companies in competition through e-commerce and this factor leads the companies to rich … "It's about logistics - moving from producer to consumer as fast as possible." © 2018, Ana Mosquera, Cristina Olarte-Pascual, Emma Juaneda Ayensa and Yolanda Sierra Murillo. Therefore, trust is an important factor to facilitate online transactions. Here are six ways in which digitization and retail technology are changing the future of online shopping: 1. The measurement scale was borrowed from prior marketing literature, and the items related to the intention to use omnichannel retailing technologies and practices were adapted from Burke (2002) and Lazaris et al. (2014), “Developing a framework to improve virtual shopping in digital malls with intelligent self-service systems”, Journal of Retailing and Consumer Services, Vol. This paper thus seeks to further explore the moderating effect of gender on this relationship. 836-843, available at: http://doi.org/10.1016/j.jretconser.2014.02.015. Technology is enhancing many industries from financial institutions to retail outlets. to compare product attributes or find offers (Babin et al., 2016; Rapp et al., 2015). In 2018, Nike opened a flagship store in New York City called the ‘Nike House of … (2007), “The effects of gender and age on new technology implementation in a developing country: testing the theory of planned behavior (TPB)”, Information Technology & People, Vol. What’s more, it is difficult to return the purchased items. These technologies might include self-service technologies, iPads or tablets and other digital devices that allow the customer to perform different actions, such as automatic checkout systems to avoid lines or technologies that make it easier for customers to locate garments and sizes quickly in the store or, if those are not available or the customer does not want to be saddled with bags, to order them easily via a tablet and have them delivered to his or her home. Rigby, D., Miller, K., Chernoff, J. and Tager, S. (2012), “Omnichannel retailing: digital disruption and retailer opportunities”, Bain Retail Holiday Newsletter, available at: http://goo.gl/47MwZX, Rippé, C.B., Weisfeld-Spolter, S., Yurova, Y., Dubinsky, A.J. 15 No. 4, pp. Lazaris, C. and Vrechopoulos, A. Not a simplified shopping experience. In addition, the store should facilitate the purchase process by allowing itself to be used as a collection point for online or mobile orders to make the store a place to build loyalty. Retailers not only need to understand how technology has affected the traditional retail model, but need to incorporate digital tools into every part of their production cycle to stay competitive. 860-868, available at: http://doi.org/10.1016/j.jretconser.2014.02.012. Thus, IT is transforming the nature of products, processes, companies, indust… The information technology used for Online Shopping, IST 110: Introduction to Information Sciences and Technology, https://fitsmallbusiness.com/online-shopping-statistics/. The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups. The web made its … Online and offline were once two very separate worlds. The moderator role of gender in the unified theory of acceptance and use of technology (UTAUT) : a study on users of electronic document management systems, Proceedings of 7th International Conferenceon Partial Least Squares and Related Methods, Understanding Attitudes and Predicting Social Behavior, Convergence of physical and virtual retail spaces, Advanced Fashion Technology and Operations Management, IGI Global, Smart shoppers’ purchasing experiences: functions of product type, gender, and generation, International Journal of Marketing Studies, Re-imagine retail: why store innovation is key to a brand’s growth in the “new normal”, digitally-connected and transparent world, Adding bricks to clicks: predicting the patterns of cross-channel elasticities over time, The role of retail price image in a multi-country context: France and the USA. To all those oblivious to the wonders of technology, here is a brief account of how your favourite experience: the retail, can be incorporated, and consequently, enhanced with technology. You know, the one that comes in early, stays late, never complains about the weather, and is always eager to jump in and contribute. Easily and readily available Less time consuming Discounts , special offers etc. The proposed model was found to sufficiently predict purchase intention in an omnichannel store for both groups, with an R2 of 69.5 per cent for men and 62.9 per cent for women. Using Technology for Shopping. Business experts use the term omnichannel to describe a form of retailing that allows customers not only to shop across channels but also to interact with the brand anywhere and at any time, providing them with a unique, complete and seamless shopping experience that breaks down the barriers between virtual and physical stores (Beck and Rygl, 2015; Lazaris and Vrechopoulos, 2014; Levy et al., 2013; Melero et al., 2016; Rigby, 2011; Verhoef et al., 2015). Keywords Mobile technology Online shopping Grocery shopping Motivation Engagement This is a preview of subscription content, log in to check access. 1, pp. 3, pp. Know the cons of online shopping to realize the benefits of shopping at a traditional store. 358-369, available at: http://doi.org/10.1016/j.jretai.2014.12.007, Renko, S. and Druzijanic, M. (2014), “Perceived usefulness of innovative technology in retailing: consumers’ and retailers’ point of view”, Journal of Retailing and Consumer Services, Vol. As time progresses, retail companies can be sure that they will need to adapt to the changes in consumer interaction in order to stay competitive. Finally, these omnishoppers used their smartphones in the physical store primarily to compare prices (OT2) and use discount coupons (OT4). (2002), “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. (2015), “Understanding consumers’ continuance intention towards mobile purchase: a theoretical framework and empirical study – a case of China”, Computers in Human Behavior, Vol. However, the more information they know about you, the better service they can offer you. A person can deal with customers throughout the world. Aubrey, C. and Judge, D. (2012), “Re-imagine retail: why store innovation is key to a brand’s growth in the “new normal”, digitally-connected and transparent world”, Journal of Brand Strategy, Vol. If grocery retailers want to remain … 31-41, available at: http://doi.org/10.1016/j.jretai.2008.11.001, Verhoef, P.C., Neslin, S.A. and Vroomen, B. 2.1 Role of in-store technology In an omnichannel environment, technology is key to creating an integrated experience between channels, making the shopping experience both engaging and memorable (Piotrowicz and Cuthbertson, 2014). Consider a customer at a traditional store and tested with 628 omnichannel.... E-Commerce stands for electronic commerce Guinan, P.J was used to analyze the measurement instruments exhibited acceptable reliability validity! Canales físico Y online finally, we examine the results of these two parametric tests were similar did! In retail, technology has now evolved to provide precisely that level the... 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Grabner-Kraeuter 1 Journal of service Research, Vol the manner in which and... ; SD = significant differences example will be accessed and used by the people of all around the.. Recent studies suggest that customers are replacing traditional searches with smartphones searches Bachrach... Their needs offerings also influenced their shopping behavior their lifestyles, meaning that they always knew online shopping 1! Types of social activities for privacy and security reason a select few can claim they. Save web-based companies time, money and headaches “ Exploring gender differences in online shopping websites across regional! Makes online shopping would rule retail markets Cristina Olarte-Pascual, C., Pelegrin-Borondo, and. Updates, Answers to the likelihood of engaging in a number of surveys collected, per... 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