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

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 eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2009: Profitability, Economy, And Multichannel

by Sucharita Mulpuru, October 23, 2009

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 . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2009: Merchandising And Web Optimization

by Sucharita Mulpuru, August 14, 2009

The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked retailers about their prioritization and success rates regarding more than 50 site merchandising and Web optimization tools. Even though retailers . . .

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

Success In Mobile Commerce Means Asking The Right Questions Now

by Sucharita Mulpuru, July 16, 2009

Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space. While Forrester believes mobile commerce is still nascent, . . .

For eBusiness & Channel Strategy Professionals

Multichannel Is Still A Myth For Retailers

Companies Continue To Struggle With Cross-Channel Contact Strategies

by Sucharita Mulpuru, June 29, 2009

Retailers have been striving to provide seamless multichannel shopping experiences in order both to stay ahead of the market in an increasingly interconnected world and to align themselves with consumer multichannel behavior. In a recent report, Forrester . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2009: Marketing

by Sucharita Mulpuru, June 5, 2009

This report reflects the 12th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the business-to-consumer . . .

For eBusiness & Channel Strategy Professionals

Trends 2009: US Online Retail

Surviving Companies Must Focus On Quick Wins And Pricing To Grow

by Sucharita Mulpuru, April 29, 2009

While consumer-facing companies struggle to grow in an unprecedented economic climate, Web divisions of these companies continue to garner attention, from both shoppers seeking lower prices and executives looking to lower the cost of transactions. In . . .

For eBusiness & Channel Strategy Professionals

The Emerging Opportunity In Mobile Commerce

Explosive iPhone Adoption Resuscitates An Old Idea

by Sucharita Mulpuru, February 12, 2009

The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable of accessing the mobile Internet have used it to make . . .

For eBusiness & Channel Strategy Professionals

The Tasty Opportunity For Restaurants Online

Online Ordering Has Clear Benefits, But Execution Needs Help

by Sucharita Mulpuru, February 12, 2009

Despite only a few restaurants having Web ordering capabilities, nearly one in three US Web buyers say that they have ordered food online, either through a PC or mobile device. Forrester believes the Web can provide an extremely efficient way to service . . .

For eBusiness & Channel Strategy Professionals

Multichannel Experiences Still Need Work

Consumers Report Low Satisfaction When Shopping Across Channels

by Sucharita Mulpuru, February 2, 2009

Superior cross-channel experiences continue to be the goal for most retail executives of multichannel businesses. Yet a recent Forrester survey of consumers highlighted the particularly large opportunity in delivering better customer experiences across . . .

For eBusiness & Channel Strategy Professionals

US eCommerce Forecast, 2008 To 2013

The Economic Meltdown Guarantees A Slowdown Of Growth In 2009

by Sucharita Mulpuru, February 2, 2009

US non-travel eCommerce sales grew by 13% from 2007 to 2008 and are expected to grow 11% in 2009. These figures represent a significant slowdown in growth from 2007, when online sales were 18% higher than in 2006. Much of the slowdown in growth is due . . .

For eBusiness & Channel Strategy Professionals

Myths And Truths About Online Customer Reviews

Ten Things Online Retailers Should Know About Customer Reviews

by Sucharita Mulpuru, Peter Hult, December 23, 2008

Online shoppers are incorporating social content like customer ratings and reviews in their product research process, and many retailers have fully embraced the strategy. We uncovered five truths and five myths about Web buyers' use of online customer . . .

For eBusiness & Channel Strategy Professionals

Topic Overview: eBusiness And The Economy

by Sucharita Mulpuru, November 14, 2008

The silver lining in the cloud of the global recession is that Web businesses are certain to fare better than their offline counterparts as consumers continue to shift their daily activities online. Forrester analysts have studied the overall effect of . . .

For eBusiness & Channel Strategy Professionals

How Shoppers Evolve Online

Examining eCommerce Tenure By Product Category

by Sucharita Mulpuru, October 24, 2008

As Web sales lose steam — online sales in the US are projected to grow 17% in 2008 over 2007 compared with a year-over-year sales increase of 66% in 2000 over 1999 — eCommerce executives struggle to understand the current drivers of sales growth in the . . .

For eBusiness & Channel Strategy Professionals

Outlook For US Online Holiday Sales, 2008

Economic Woes Promise A Challenging Holiday Season For Web Retailers

by Sucharita Mulpuru, October 21, 2008

Forrester expects online retail sales to reach $44 billion during the months of November and December 2008, a 12% lift over the previous year and the slowest growth to date. This year's weakened growth is indicative of macroeconomic factors catching up . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2008: Profitability, Economy, And Multichannel Report

by Sucharita Mulpuru, October 15, 2008

As part of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, we surveyed online retailers in June and July 2008 about their profitability and outlook for the coming 12 months, given the current state of the economy. Online . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2008: Merchandising And Web Optimization Report

by Sucharita Mulpuru, August 15, 2008

This report summarizes the merchandising and Web optimization findings from the 11th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. In this study, retailers reported that the top investment priorities . . .

For eBusiness & Channel Strategy Professionals

Four Essential Metrics For Cross-Channel Measurement

by Sucharita Mulpuru, August 12, 2008

With consumers regularly migrating across channels when researching and purchasing products, eBusiness professionals are tasked with the challenge of quantifying that cross-channel behavior. Companies with multichannel programs in consumer-facing industries . . .

For Consumer Market Research Professionals

Benchmark 2008: The Web Purchasing Power Of Gen X

North American Consumer Technographics

by Sucharita Mulpuru, July 25, 2008

Despite recent economic woes, online retail sales are projected to grow 17% in 2008 and surpass the $200 billion mark. Further, the bulk of online retail sales are driven by tenured Gen Xers and Boomers, a cross-section of the Web buyer population that . . .

For eBusiness & Channel Strategy Professionals

How Consumers Actually Shop For Retail Products Across Channels

by Sucharita Mulpuru, May 9, 2008

While cross-channel shopping is expected to top $1 trillion by 2012, less is known about specific consumer behavior that drives customers across channels. In a recent Forrester consumer survey, we found that for considered purchases where shoppers research . . .

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2008: Marketing Report

by Sucharita Mulpuru, May 7, 2008

This report reflects the 11th annual fielding of the State of Retailing Online study, a Shop.org survey conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the . . .

For eBusiness & Channel Strategy Professionals

US eCommerce: 2008 To 2012  (266 KB PPT)

by Sucharita Mulpuru, May 6, 2008

US online retail reached $175 billion in 2007 and is projected to grow to $335 billion by 2012. Business-to-consumer (B2C) eCommerce continues its double-digit year-over-year growth rate, in part because sales are shifting away from stores and in part . . .

For eBusiness & Channel Strategy Professionals

Why US B2C eCommerce Will Weather The Economic Downturn Well

by Sucharita Mulpuru, April 30, 2008

While Web buyers generally expect the coming 12 months to be particularly grim for the US economy overall, these same consumers view their personal financial situations more optimistically. As a result, more Web buyers report that, on average, they will . . .