Michelle   Beeson

Michelle Beeson

Analyst Serving eBusiness & Channel Strategy Professionals

Michelle serves eBusiness & Channel Strategy Professionals and is based in Forrester’s UK office. Her research covers digital commerce and how changing consumer behavior and technology affect the way that organizations engage with customers. She has an additional lens on European retail. Her current research themes include digital business transformation, omnichannel commerce, as well as digital trends and forecasting. Her research also analyzes direct-to-consumer strategies for brands and manufacturers.

Previous Work Experience

Michelle first joined Forrester in 2011 as a part of the consulting team aligned with the eBusiness & Channel Strategy team. In this role, she was involved in a number of digital strategy projects across industries, including retail.

Prior to joining Forrester, Michelle was a senior research executive at Synovate UK, a market research agency acquired by Ipsos Mori. There, Michelle was involved in developing and delivering quantitative and qualitative primary research studies into customer attitudes and behavior for clients across industries, including retail, consumer services, and financial services. Prior to her role at Synovate, Michelle worked in academic research at the Family Research Centre and the Autism Research Centre (ARC) at the University of Cambridge.

Education

Michelle holds a degree in social and political sciences (M.A., Cantab.) from the University of Cambridge and holds an MRS Advanced Certificate in market and social research practice.

Michelle Beeson

Analyst Serving eBusiness & Channel Strategy Professionals

Michelle serves eBusiness & Channel Strategy Professionals and is based in Forrester’s UK office. Her research covers digital commerce and how changing consumer behavior and technology affect the way that organizations engage with customers. She has an additional lens on European retail. Her current research themes include digital business transformation, omnichannel commerce, as well as digital trends and forecasting. Her research also analyzes direct-to-consumer strategies for brands and manufacturers.

Previous Work Experience

Michelle first joined Forrester in 2011 as a part of the consulting team aligned with the eBusiness & Channel Strategy team. In this role, she was involved in a number of digital strategy projects across industries, including retail.

Prior to joining Forrester, Michelle was a senior research executive at Synovate UK, a market research agency acquired by Ipsos Mori. There, Michelle was involved in developing and delivering quantitative and qualitative primary research studies into customer attitudes and behavior for clients across industries, including retail, consumer services, and financial services. Prior to her role at Synovate, Michelle worked in academic research at the Family Research Centre and the Autism Research Centre (ARC) at the University of Cambridge.

Education

Michelle holds a degree in social and political sciences (M.A., Cantab.) from the University of Cambridge and holds an MRS Advanced Certificate in market and social research practice.

Michelle Beeson's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Assess How Your Omnichannel Capabilities Stack Up

    Benchmarks: The Omnichannel Commerce Playbook

    November 13, 2017Michelle Beeson

    Forrester's 2017 Retail Omnichannel Capabilities Assessment benchmarked 16 leading UK and US retailers to help digital business executives understand how their omnichannel capabilities compare with their peers' and best practices. Our assessment revealed scores ranging from 43 to 86 out of 100, up from 31 to 78 in 2015. The high variance reflects how retailers invest differently and how they have successfully implemented omnichannel initiatives across four key categories: online experience, channel consistency, in-store pickup, and in-store experience. This is an update similar to the 2015 assessment, which assessed the capabilities of 20 UK and US retailers.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Wave™: European Mobile Web, Q4 2017

    The Usability Of Mobile Websites Among European Retailers Must Improve

    November 13, 2017Michelle Beeson, Alex Causey

    As mobile becomes the dominant digital touchpoint, retailers must do more to streamline their customers' experiences on a smaller screen. We evaluated the mobile websites of 10 European retailers and found a wide gap between the Leader and Contenders. This report lays out the results of this evaluation and what digital business executives can learn from them.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Prepare For A Digital 2017 Holiday Season

    Highlights From The Forrester Data: Online Holiday Retail Sales Forecast, 2017 (Western Europe)

    October 2, 2017Michelle Beeson

    European retailers must prepare for another surge of traffic and sales across digital touchpoints as online sales grow faster than in-store sales during the holiday season. This report evaluates factors that are shifting holiday sales online and outlines the steps that retailers should take in these final preparation weeks before the holiday period.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Luxury Brands: Delight Digitally Savvy Customers With Experiences As Luxurious As Your Brand

    Switch From Brand Obsession To Customer Obsession

    September 28, 2017Michelle Beeson

    Luxury brands risk losing control of their direct customer commerce relationships to online multibrand powerhouses like Net-a-Porter, which is now part of Yoox Net-a-Porter Group. To avoid broader digital disenfranchisement, luxury firms must catch up with their digitally mature customers and connect their digital and physical store experiences, creating digital experiences that are on par with their brand. This report evaluates the impact of digital disruption on the traditional luxury retail paradigm and shares best practices for luxury brands to respond and cater to their digitally savvy customers.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Luxury Brands Must Chase Digitally Savvy Global Luxury Shoppers

    To Win In The Age Of The Customer, Obsess About Your Luxury Goods Consumer

    August 29, 2017Michelle Beeson

    Luxury consumers are highly digitally savvy, even more so than mainstream consumers. But many luxury brands have missed the memo. They need to quickly do much more to meet, let alone exceed, their customers' expectations. This report explores luxury consumer behavior for digital business professionals and how luxury brands must respond to their customers' expectations or risk losing them to third-party online powerhouses like Net-a-Porter, now part of Yoox Net-a-Porter Group.

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