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As Amazon encroaches further on the retail space, Index brands in Europe are focusing on digital touchpoints that enhance the convenience and speed of fulfilment to maintain market share. Retailers are leveraging their physical stores — from in-store apps to two-hour delivery windows — to compete with Amazon. Pure players are also going head to head with the retail giant in the furniture and OTC categories, with retailers in Germany and France leading the way in each sector, respectively. Their digital-first approach is paying dividends, and Jack’s in the U.K. has adopted this strategy to differentiate itself from other discount retailers. Brands that hone their digital acumen and create innovative ways to engage shoppers at all stages of the journey will be the frontrunners.