Why Read This
In "Online Retailing In Australia 2010," a Forrester study incorporating data collected in partnership with the Online Retailer Expo & Conference 2010, we found that, on the whole, Australian online retailers are focused on the start and the middle of the purchase journey. In other words, they have emphasized acquisition and conversion over retention, favoring performance-based marketing and low-tech approaches to merchandising and customer service. Until now, they have shied away from engagement tactics like customer reviews, but 34% report that they will launch such measures in the year ahead. They will also focus on content and merchandising. To rebalance their strategies and make smarter investments, the stragglers in Australia should ramp up their Web analytics capabilities.
Tags: B2C eCommerce, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, Digital Marketing, Direct Marketing, eCommerce, Merchandising, Online Shopping, Packaged Applications, Search Marketing, Social Computing, Social Marketing, Social Media, Web 2.0