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Martin Gill

Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Martin serves eBusiness & Channel Strategy Professionals. His focus is on the eCommerce market within the European Union, with a particular interest in the retail industry, covering both pure-play online and multichannel retailing. His current areas of research include the application of location- and context-aware mobile applications to the shopping experience; social commerce; the integration of interactive media such as video into the eCommerce mix; and physical/digital channel integration.

Previous Work Experience

Martin's background spans both business and IT roles. He joined Forrester from the retail industry, having worked at Boots, a major European health and beauty retailer, for a number of years. His role there was to establish and develop a business-aligned enterprise architecture function, delivering transformational strategies for a number of key retail areas, including boots.com, the Advantage Card loyalty scheme, and the retail and pharmacy store systems. Prior to that, he worked in a variety of roles at Egg.com, Europe's largest pure-play digital bank, ranging from mergers and acquisitions to new product development for both Egg and PruDirect.


Education

Martin holds a first degree in manufacturing engineering and operations management from Nottingham University and a Master of Philosophy from Newcastle University by research covering the simulation of commercial systems.

Research Coverage:

B2C eCommerce, Consumer Mobile Activities, Consumer Mobile Adoption, Mobile Channel for Consumers, Mobile eCommerce, Multichannel Selling Strategies, Online Shopping, eCommerce

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