(Length: 8 pages)

Executive Summary (This is a document excerpt)

For online retailers to continue to grow their customer bases, they will need to employ sophisticated technologies that enable finer segmentation and customer targeting. Forrester looks at the 12 technologies with the greatest ability to impact online retail in the near and long term, and outlines an action plan to tackle and prioritize them. Most of these technologies are at the incipient phases of consumer and retailer adoption, but they each have the potential to radically change online marketing and merchandising upon reaching critical mass.