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

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  • 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, 2017 To 2022 (EU-7), Q1 2018 Update

    July 31, 2018Michelle Beeson, Meredith Cain

    As consumers increasingly shop across touchpoints, digital business professionals must understand the impact of digital touchpoints on in-store sales. In 2017, digitally influenced sales accounted for 32% of total EU-7 retail sales; they will reach 37% of total EU-7 retail sales by 2022. This report uses data from the Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (EU-7), Q1 2018 Update, for France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: All Brands Need A Full-Fledged Digital Commerce Strategy

    The Fundamentals Of A Digital Commerce Strategy For Brands

    May 8, 2018 Sucharita Kodali, Michelle Beeson

    Consumer-facing brands have enormous opportunities to grow sales through digital commerce channels, but they also face substantial risks. Some digital channels, like direct-to-consumer sales, can be very profitable, but the prevalence of that same merchandise in online marketplaces presents additional pricing and product integrity considerations. If brands' digital business professionals do not craft a clear digital commerce strategy, they ultimately empower "gray market" sellers at the expense of their own sales and the sales of their retail partners.

  • For eBusiness & Channel Strategy Professionals

    REPORT: 2018 Retail Best Practices Extended: Mobile Web

    Apply Lessons Learned From The Forrester Retail Wave™: European Mobile Web, Q4 2017

    April 27, 2018Michelle Beeson

    Mobile is asserting itself as the dominant digital touchpoint: We forecast that European retail sales via mobile will more than double by 2021, growing at a CAGR of 22%. And mobile will influence nearly 20% of offline European retail sales at some point in the customer journey in 2018. This report provides digital business professionals with examples of how leading retailers' mobile web browser functionality and usability face critical challenges. This report follows up on the "Recommendations" section of The Forrester Retail Wave™: European Mobile Web, Q4 2017.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retailers Are Starting To Reap The Rewards Of Omnichannel Commerce

    Landscape: The Omnichannel Commerce Playbook

    March 28, 2018Michelle Beeson

    Because their customers' expectations are so high, digital business professionals are investing heavily in customer-facing and back-end technology to deliver great experiences. This report analyzes customers' changing shopping behaviors and the various tactics that retailers are using throughout the customer life cycle to deliver superior omnichannel service. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: The France Retail Customer Experience Index, 2017

    How French Retailers And Brands Earn Loyalty With The Quality Of Their Experience

    March 28, 2018Michelle Beeson, Alex Causey

    How well do leading retailers earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 21 retail brands — both traditional retailers (store and digital) and digital-only retailers — that were analyzed as part of the France 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.

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