Why Read This
Forrester forecasts that over half of all retail sales in Europe will be impacted by the Web by 2020. These web-impacted sales include both online sales (including mobile and tablet sales) and cross-channel sales, where the sale is completed in-store following online research. For eBusiness pros, these cross-channel retail sales emphasize the importance of using digital assets to drive sales offline as well as online. This report will help eBusiness professionals understand the impact that a cross-touchpoint customer journey and an organization's digital presence have on driving overall sales.This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in Forrester's new Forecast methodology.