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	October 23, 2009 The State Of Retailing Online 2009: Profitability, Economy, And Multichannel by Sucharita Mulpuru with Patti Freeman Evans, Peter Hult, Brendan McGowan

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Executive Summary

Although 2008 is generally regarded by retail executives to be one of the worst years ever, online retailers as a whole fared well. In "The State of Retailing Online 2009," a Shop.org study conducted by Forrester Research, retailers noted that Web divisions grew by 18% in 2008. This report details overall Web retailer sentiment about the upcoming 12 months, tactics employed to drive sales and profitability during the downturn, attitudes toward social commerce tactics, and perspectives on multichannel integration.

TABLE OF CONTENTS

• Web Retail Continues To Be A Bright Spot As The Economy Wavers
• Multichannel Integration Inches Forward With Organizational Changes
• Social Tactics Are Largely Experimental

RECOMMENDATIONS

• Retailers Hope For An Upturn In Q4 But Plan For A Prolonged Recession
• Supplemental Material
• Related Research Documents

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