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: Brands, Here's The Size Of Your Digital Commerce Prize

    Assessing The Digital Commerce Opportunity For Branded Manufacturers

    November 16, 2018Michelle Beeson, Sucharita Kodali

    Consumer-facing brands know that there is proverbial gold in generating direct sales through digital commerce, but the big question is the size of the prize. This report examines the factors that influence the digital market opportunity for brands and digital business professionals, including product type, regional differences in digital commerce markets around the world, and the organization's digital maturity.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Wave™: European Mobile Apps, Q4 2018

    Leading Retailers Are Raising The Bar On Functionality And User Experience

    October 23, 2018Michelle Beeson, Alex Causey

    As mobile becomes the dominant digital touchpoint, retailers must elevate their mobile experiences to win, serve, and retain loyal customers. To see how helpful apps are to customers, we evaluated the apps of six large European retailers. This report lays out where the companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Holiday Retail Sales Forecast, 2018 (Western Europe)

    ForecastView Document

    October 15, 2018 Michael O'Grady, Michelle Beeson

    Black Friday has become a fixture of the European holiday shopping season, extending the length and changing the pattern of retail holiday sales. Holiday sales, particularly Black Friday sales, are increasingly dominated by digital touchpoints. This report forecasts online retail spend across Europe from November 1 to December 31, 2018, and considers the implications for shoppers and retailers.

  • 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.

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