Comprising 47 countries, islands, and other territories, Europe is the world's sixth-largest continent and — with more than 700 million inhabitants — home to approximately 12% of the total global population. Europe is bordered by numerous bodies of water, including the Mediterranean Sea, and is separated from Asia by the Caspian and Black Seas and Russia's Ural Mountains. Beginning in 1993, a series of treaties led to the expansion of the European Union as a geopolitical organization comprising more than 25 countries.

Latest Research

  • For Application Development & Delivery Professionals

    REPORT: Case Study: Shop Direct Masters Personalization At Scale

    The Journey From A Catalog Business To A Pure-Play Online Retailer

    February 23, 2018 George Lawrie

    This report documents for application development and delivery (AD&D) professionals the way in which Shop Direct deployed personalized content at each customer journey touchpoint to drive traffic, conversion, and average order value as it evolved from a modest digital presence to become the leading UK multibrand online retailer.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Digital And Mobile Touchpoints Are Driving Offline Sales In Europe

    Highlights From The Forrester Data: Digital-Influenced Retail Sales Forecast, 2016 To 2021 (EU-7), Q1 2017 Update

    February 21, 2018 Michelle Beeson

    Consumers increasingly shop across touchpoints, so digital business professionals must understand the impact of digital touchpoints on in-store sales. In 2016, digital-influenced sales (formerly "web-influenced" sales) accounted for 31% of total European retail sales and will reach 38% of total EU retail sales in the EU (or €758 billion) by 2021. This report highlights Forrester's latest digital-influenced retail sales forecast for Europe. For the first time, this forecast includes mobile influence due to the increasing use of mobile, both in-store and outside, for research.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Online Retail Forecast, 2017 To 2022 (Western Europe), Q4 2017 Update

    ForecastView Document

    February 21, 2018 Michael O'Grady

    Online retail sales will grow at an average of 11.9% per year over the next five years in Western Europe. Italy and Spain will see the fastest online sales growth. By 2022, 21% of non-grocery retail sales will be online. Although grocery will be one of the fastest-growing online retail categories, just 4.5% of grocery sales will occur online in 2022. This forecast details growth for 22 product categories across 17 countries in Western Europe, with historical online category sales going back to 2002. It includes the most recent data from the end of 2017.

  • For Customer Experience Professionals

    REPORT: The UK Traditional Retailers Customer Experience Index, 2017

    How UK Traditional Retailer Brands Earn Loyalty With The Quality Of Their Experience

    February 14, 2018 Michelle Beeson

    How well do leading traditional retailers (stores and digital) earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 16 traditional retail brands that were analyzed as part of the UK CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Case Study: Intesa Sanpaolo Drives A Customer-Obsessed Digital Transformation

    Intesa Sanpaolo Digitizes Its Business Strategy To Boost Its Transformation

    February 13, 2018 Aurelie L'Hostis

    When Intesa Sanpaolo embarked on its digital business transformation program in 2014, it recognized the need to systematically look through the customer lens to deliver great customer experiences. It also knew it would have to digitize the very core of its business to drive long-term change. This case study outlines how the bank executed its strategy, starting with an overhaul of its digital banking platforms, and how that led to a wider operational transformation of the organization.

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