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Retail stores in Vancouver should use the Winter Games as an opportunity to connect with international consumers and develop leads for the future, according to one industry source.

In advice that may interest UK businesses ahead of the London Olympics in 2012, a representative from eMarketer has suggested that such global sporting events should not be seen as just a chance to sell goods on high street stores.

The market research firm claimed that companies should use the opportunity to push their websites as well, since this could lead to further sales if they are impressed with the service they receive in-store.

Jeffrey Grau, senior analyst at the organisation, remarked: "Consumers visiting Vancouver, British Columbia could be exposed to unfamiliar retailers’ stores, whose websites they visit once they are gone."

This week, eMarketer claimed that many businesses struggle to coordinate their multi-channel marketing strategies, which could see them lose out to rivals.

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