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"We are enabling next generation best practices that will center on optimizing the customer experience at both the store and ecommerce level," said Mike Laurenti, CIO and executive VP, Belk.

For these global consumers convenience and converged commerce is underpinned by mobile. The report found that this is the fastest growing method of shopping in all countries, with 67% of people stating they are using smart-phones and other mobile devices to enhance their shopping experience.

There, an app designed for the stadium by start-up VenueNext, which leverages Oracle's point-of-sales technology for mobile ordering, will let fans order food, drink and merchandise from their seats. VenueNext's smartphone app handles everything from parking to in-seat food delivery and instant replays at Levi's. For the Super Bowl, it has added a celebrity cam, Super Bowl commercials and express pickup of merchandise.