For eBusiness & Channel Strategy Professionals

Adaptive Brand Marketing: An eBusiness Perspective

by Sucharita Mulpuru, November 13, 2009

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep . . .

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

US Online Holiday Retail Forecast, 2009

by Sucharita Mulpuru, November 2, 2009

Forrester expects online retail sales to reach $44.7 billion during the months of November and December 2009, an 8% increase over 2008. Despite the lingering effects of the global financial crisis, the online space remains the retail industry's growth . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: North American Private Label CPGs  (747 KB PPT)

by Jacqueline Anderson, October 29, 2009

This highlight deck summarizes the key findings from Forrester's North American Technographics® Media And Advertising Online Survey, Q2 2009 (US). This deck covers decision-makers' perceptions of and purchase intent toward private label consumer package . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: North American Physical And Digital Media Consumer Habits  (486 KB PPT)

by Ina Mitskaviets, Corina Matiesanu, October 21, 2009

This survey highlights deck summarizes the key findings related to physical and digital media and online advertising from Forrester's North American Technographics Media And Advertising Online Survey, Q2 2009 (US). This is the second survey highlight . . .

For Marketing Leadership Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Online Retail In Europe  (439 KB PPT)

by Olesia Klevchuk, September 28, 2009

This highlight deck summarizes the key findings related to retail from Forrester's European Technographics Benchmark Survey, Q2 2009. This is the first survey highlight in a series from the European Technographics Benchmark Survey, Q2 2009.

For Consumer Market Research Professionals

Technographics® Survey Highlights: Online Purchasing Behaviors Of Men And Women  (633 KB PPT)

by Jacqueline Anderson, September 24, 2009

This highlight deck summarizes the key findings related to online purchasing behaviors from Forrester's North American Technographics Retail Online Survey, Q3 2009 (US). This is the first survey highlight in a series from the North American Technographics . . .

For Marketing Leadership Professionals

How Has The Recession Changed European Consumers' Attitudes Toward Brands?

by Mary Beth Kemp, September 24, 2009

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase . . .

For eBusiness & Channel Strategy Professionals

How To Win Over European Online Shoppers

Email And Site Tips For Success In Seven Different European Markets

by Zia Daniell Wigder, September 21, 2009

Many businesses, especially those expanding into Europe for the first time, take a blanket approach to the European market: Web sites are merely replicated throughout Europe with nearly identical features offered on each site. While few eBusinesses should . . .

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

Tactics To Attract Recession-Weary Online Buyers Around The Globe

by Zia Daniell Wigder, September 4, 2009

Despite early signs of a global recovery, online shoppers in all regions of the world continue to be cautious in making purchase decisions. Consumers today are visiting a variety of sites before making a decision and consulting multiple sources for information. . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Shopping Habits Of Loyalty Program Subscribers  (531 KB PPT)

by Jacqueline Anderson, September 4, 2009

This highlight deck summarizes the key findings related to loyalty programs from Forrester's North American Technographics Retail Online Survey, Q3 2009 (US). This is the second survey highlight in a series from the North American Technographics Retail . . .

For Customer Experience Professionals

Service Seekers Are More Loyal Than Price Seekers

Examining Four Segments Of Consumers Across 12 Industries

by Bruce D. Temkin, August 31, 2009

In previous research, Forrester created four segments of consumers based on their interest in low prices and good customer service: Service Seekers, Price Seekers, Price & Service Seekers, and Others. We examined the loyalty of these segments across . . .

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

How The Best Manufacturer Web Sites Drive Sales (Hint: Through Other Stores)

by Sucharita Mulpuru, Peter Hult, July 23, 2009

Forrester recently conducted a joint study with Channel Intelligence to better understand the role of manufacturer Web sites in consumers' path to purchase. We found that manufacturer Web site visitors are typically brand loyalists with a high intent . . .

For eBusiness & Channel Strategy Professionals

Trends 2009: European Online Retail

by Victoria Bracewell Lewis, July 13, 2009

It's official. Europe is in a recession. All of the major markets in Western Europe have declared their economies to be in decline. The question being asked by eBusiness and channel strategy professionals has shifted from, "Will the Internet economy be . . .

For Consumer Product Strategy Professionals

The Recession's Impact On US Media Consumers

by Sarah Rotman Epps, July 8, 2009

Eighteen months into the US recession, consumers are feeling the pain. They're cutting back on certain forms of media and entertainment, such as buying music CDs, DVDs, and magazines from a store or kiosk. But other forms of media show stability: For . . .

For Consumer Product Strategy Professionals

Enhance Your Product Strategy With Convenient Customer Service

by Doug Williams, June 22, 2009

Customer service has become an integral part of product strategy, and, as such, it should now be a primary concern of consumer product strategy professionals. Customer service has also grown more complex: Consumers used to simply bring the product back . . .

For Customer Experience Professionals

How Satisfied Are Spanish Consumers With Online Customer Experiences?

by Jonathan Browne, June 18, 2009

We asked more than 1,700 Spanish consumers how satisfied they were with their experiences on top Spanish Web sites. The majority of consumers were satisfied or very satisfied. El Corte Inglés scored highest in consumer satisfaction, while Area PC came . . .

For Customer Experience Professionals

How Satisfied Are Italian Consumers With Online Customer Experiences?

by Jonathan Browne, June 18, 2009

We asked more than 2,000 Italian consumers how satisfied they were when using top Web sites in Italy. Most consumers were satisfied or very satisfied with their experiences. eBay led in satisfaction ratings, while ePRICE came last in our list. The most . . .

For Customer Experience Professionals

How Satisfied Are Dutch Consumers With Online Customer Experiences?

by Jonathan Browne, May 27, 2009

We asked more than 1,000 Dutch consumers about their satisfaction with Dutch Web sites. The majority reported that they were satisfied or very satisfied with their experiences. Bol.com had the highest satisfaction rates, while Bruna came in last. Dutch . . .