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 eBusiness & Channel Strategy Professionals

    REPORT: UK Multichannel Retailers Must Adjust Their Store Portfolios To Remain Profitable

    ForecastView Document

    June 12, 2018 Michael O'Grady

    As many famous UK retailers like Debenhams and Marks & Spencer announce store closures, multichannel retailers increasingly need to adjust their store portfolio to stay profitable. This report introduces Forrester's UK store scenario planner, a new tool that gives multichannel retailers insight into how they might need to change their store portfolios in the future. We used this tool to generate insight for the UK retail market as a whole.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Banking Wave™: European Mobile Apps, Q2 2018

    Mobile Banking Leaders Are Raising The Bar On Functionality And User Experience

    June 12, 2018 Aurelie L'Hostis, Alex Causey

    Mobile apps have become the touchpoint of choice for millions of Europeans to manage their finances. Digital banks need to build mobile banking experiences around customer needs, empowering customers to manage their finances while reassuring them by providing ongoing support. To see how helpful and easy to use mobile apps are to customers, we evaluated the apps of 12 large European banks. This report lays out where these banks excel, where they lag, and what digital business strategy and customer experience executives can learn from them.

  • For B2C Marketing Professionals

    REPORT: Get Ready To Activate Marketing Campaigns With Mobile Wallets

    Promotions And Loyalty Give Marketers A Head Start

    June 5, 2018 Thomas Husson

    Few marketers in Europe and the US are activating marketing campaigns via mobile wallets today. Expect that to change quickly as these regions mimic China's Alipay and WeChat Pay by applying mobile wallets beyond payments to drive value-added services. This report helps B2C marketers evaluate opportunities to engage consumers through mobile wallets like Apple Wallet and Google Pay, starting with their promotion and loyalty strategies.

  • For Enterprise Architecture Professionals

    REPORT: Now Tech: EU- And UK-Based Enterprise Content Management, Q2 2018

    Forrester's Overview Of 20 EU- And UK-Based Enterprise Content Management Providers

    June 1, 2018 Cheryl McKinnon

    You can use enterprise content management (ECM) to advance employees' engagement and knowledge sharing, improve customers' digital experience, and meet compliance obligations. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Enterprise architect (EA) professionals should use Forrester's Now Tech report to understand the value they can expect from an ECM provider and select vendors based on size and functionality.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Retail Forecast, 2017 To 2022 (Eastern Europe)

    ForecastView Document

    May 23, 2018 Michael O'Grady

    Eastern Europe is one of the fastest-growing retail and eCommerce markets in the world. Income growth and increasing consumer confidence help drive retail and eCommerce sales in this region. Cross-border purchases will see strong growth in Eastern Europe. This report provides context to the Forrester Analytics: Online Retail Forecast, 2017 To 2022 (Eastern Europe) that develops a market sizing of retail and online retail sales from 2017 to 2022 for the Czech Republic, Hungary, Poland, Romania, and Russia.

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