For eBusiness & Channel Strategy Professionals

Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences

by Patti Freeman Evans, November 5, 2009

Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their merchandising and marketing strategies because of the positive . . .

For eBusiness & Channel Strategy Professionals

Depicting European Shoppers' Complex Purchasing Decision Path

Retailers Must Implement Strategies That Facilitate Research And Purchase Across Channels

by Lauriane Camus, Patti Freeman Evans, November 5, 2009

There is no longer a clear purchase path for consumers. Thirty-nine percent of European consumers begin their research process online when making a considered purchase. Those consumers who begin their research process online are also likely to ultimately . . .

For eBusiness & Channel Strategy Professionals

Outlook For European Online Christmas Sales, 2009

A Bright Spot In An Otherwise Uninspiring Retail Marketplace

by Patti Freeman Evans, Lauriane Camus, November 4, 2009

This year, the crucial run-up to Christmas shows more optimism compared with last year. Still, consumer sentiment remains fragile, and most retailers remain cautious: Most European Net users are worried about the state of the economy and their own personal . . .

For eBusiness & Channel Strategy Professionals

The Reality Of Customer Service In Europe: How Europeans Use And Rate Service Channels

by Patti Freeman Evans, October 9, 2009

With 51% of European adults having sought company support in the past three months, customer service must be a key component of any company retention strategy. We found that Europeans favor traditional service channels like the phone and in-store interaction, . . .

For eBusiness & Channel Strategy Professionals

US Affiliate Marketing Forecast, 2009 To 2014

Affiliate Marketing Will Be A $4 Billion Market By 2014

by Patti Freeman Evans, September 25, 2009

Affiliate marketing is a low-risk, high-return strategy for online marketers. US affiliate marketing spending will thus reach $4 billion by 2014 and will increase at a compound annual growth rate (CAGR) of 16% from 2009 through 2014. Payments to affiliate . . .

For eBusiness & Channel Strategy Professionals

Affluent Online Buyers Are Negatively Affected By The Down Economy

But They Are More Optimistic About The Future Than Average Online Buyers

by Patti Freeman Evans, September 15, 2009

In spite of their assets and optimism about their financial future and that of the US economy, more affluent online buyers believe that they have been negatively affected by the latest economic developments versus average online buyers. Thus, they intend . . .

For eBusiness & Channel Strategy Professionals

Targeting The European Cross-Border Buyer

Online Cross-Border Buyers Are Affluent, High-Spending Online Buyers And Are Looking For The Perfect Product

by Patti Freeman Evans, Lauriane Camus, September 15, 2009

Nearly one-third of European online buyers have made Web purchases outside of their home country. Online cross-border buyers are desirable consumers because they show high online buying tenure, have high levels of disposable income, and outspend other . . .

For eBusiness & Channel Strategy Professionals

Help Your Customers Cut Through The Alternative Payments Clutter

by Patti Freeman Evans, August 21, 2009

Three-quarters of US online buyers have an alternative payment account. Their use of online payments represents 11% of total online payments (including credit and debit card) in 2009, and it will increase to 12% by 2011. Credit cards will remain the main . . .

For eBusiness & Channel Strategy Professionals

Profiling The Multichannel Consumer

How Retailers Can Enable Multichannel Consumer Behavior

by Patti Freeman Evans, July 29, 2009

Seventy percent of US online consumers research products online and purchase them offline. Based on this behavior, Forrester has identified two consumer categories: multichannel buyers and online window shoppers. Multichannel buyers use the Web for both . . .

For eBusiness & Channel Strategy Professionals

European Consumers Need Multiple Online Payment Methods

Understanding The Diversity Of Payment Behaviors Among Online Buyers

by Lauriane Camus, Patti Freeman Evans, July 15, 2009

European online buyers still use a mix of electronic and offline payment methods when purchasing on the Internet. Plastic card (e.g., credit and debit card) payment methods dominate online purchases in most countries, and European online buyers are beginning . . .

For eBusiness & Channel Strategy Professionals

Seize The Marketing Opportunity In Online Freebies, Samples, And Coupons

European Net Users Who Show Interest In Online Promotions Are A Reactive Marketing Target

by Lauriane Camus, Patti Freeman Evans, July 8, 2009

Net users who look for discounts and free products online tend to make more money and react more positively to email promotions than those who don't. They also come across as very social individuals who are likely to influence their peers because they . . .

For eBusiness & Channel Strategy Professionals

Assessing Current Pending Legislation Affecting eCommerce In The US

What The New Administration And Congress Are Working On Now

by Patti Freeman Evans, May 29, 2009

With the new Obama administration and a Democratic-led Congress come a new legislative agenda. The big issues prevail, such as economic recovery and healthcare reform. However, various issues that eBusiness professionals have been monitoring for years . . .

For eBusiness & Channel Strategy Professionals

Holiday 2008 Postmortem: How The Past Holiday Season Influenced Online Buyer Behavior

by Patti Freeman Evans, May 13, 2009

2008 online holiday sales experienced the lowest increase in the past 10 years — 5%. The number of online holiday buyers was meanwhile up 11% from the same period in 2007, which maintained the online environment as a bright spot among slumping offline . . .

For eBusiness & Channel Strategy Professionals

Online Marketing Benchmarks For Internet Retailers

by Patti Freeman Evans, April 3, 2009

Search engine marketing continues to be a central part of online advertising budgets, as well as the main driver of online sales. At the same time, the percentage of advertising spending is directly proportional to the percentage of online sales generated . . .

For eBusiness & Channel Strategy Professionals

How To Sell To Young Consumers Online

Effective Online Strategy For European Online Shoppers Ages 15 To 24

by Lauriane Camus, Patti Freeman Evans, April 3, 2009

European online consumers ages 24 or younger are highly active online users — and present a challenging mix of openness and skepticism to online retailers looking to connect with them. Because they are young, these customers are still establishing relationships . . .

For eBusiness & Channel Strategy Professionals

Retail Executive Survey, 2008: Using Maslow To Set Site Investment Priorities

by Patti Freeman Evans, April 1, 2009

The current economic environment puts heightened pressure on retailers that in turn must adjust their practices and strategies. Despite being painful, this experience is somewhat analogous to issues online retailers will face as the eCommerce market begins . . .

For Interactive Marketing Professionals

Who Are Automotive Video Viewers?

And Who Will They Become?

by Patti Freeman Evans, March 6, 2009

Automotive online video viewers — consumers who found online videos helpful in their car-buying process — make up a small and distinct segment of car shoppers. They are young buyers with higher than average household incomes and a desire to purchase relatively . . .

For eBusiness & Channel Strategy Professionals

Alternative Delivery Options: Benefiting Both Buyers And Retailers

by Patti Freeman Evans, February 18, 2009

In-store pickup, shipment to store, and parcel pickup points all offer an alternative to home delivery of eCommerce orders in Europe. For retailers, alternative deliveries can create an opportunity for incremental sales, while also allowing them to develop . . .

For Interactive Marketing Professionals

Younger Buyers: Fast, Furious, And In Need Of Financing

How To Attract And Retain Younger Automotive Buyers

by Patti Freeman Evans, February 6, 2009

Younger automotive buyers are less concerned with the pragmatic car-buying realities of older shoppers: Instead of expert reviews, they worry about image. Automotive marketers should make an active effort to reach out to younger buyers but also need to . . .

For eBusiness & Channel Strategy Professionals

US Online Retail Forecast, 2008 To 2013

by Patti Freeman Evans, February 2, 2009

US online retail sales will reach $229 billion in 2013. The market will grow at a CAGR of 10% over the five-year forecast period. The current economic crisis is dampening the immediate growth of online sales, due to lack of credit access, low consumer . . .

For eBusiness & Channel Strategy Professionals

Online Chinese Retail: Assessing Opportunities In Chinese eCommerce

by Patti Freeman Evans, January 20, 2009

The number of online users in China will reach 275 million by 2012, which is 12% greater than the US projected number. Nonetheless, 74% of Chinese online users have a low income level of less than $290 per month and thus present a less active potential . . .

For eBusiness & Channel Strategy Professionals

Online Retail Site Experience

Meeting Online Buyers' Needs via Site Search

by Patti Freeman Evans, December 5, 2008

Search has become an inherent part of any consumer's online shopping experience, requiring retailers' special attention.

For eBusiness & Channel Strategy Professionals

US Online Holiday Retail Forecast, 2008

Maximizing Opportunity in a Difficult Retail Climate

by Patti Freeman Evans, October 21, 2008

Poor off-line retail performance and the worsening economic storms buffeting consumers are clouding expectations for the online holiday selling season.

For eBusiness & Channel Strategy Professionals

Online Video for Retail

Assessing the Usefulness of Online Video Content for Retailers

by Patti Freeman Evans, October 20, 2008

During the past couple of years, video has become a prevalent visual feature on the sites of online retailers.

For eBusiness & Channel Strategy Professionals

Young Online Buyers

Understanding and Targeting Consumers Ages 18 to 24

by Patti Freeman Evans, September 5, 2008

Retailers examine the behavior of younger customers to capture current sales opportunities and inform future strategies.