Why Read This
Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep. All retailers will need to adjust to the reality of shrinking margins and customers cherry-picking the best deals as eCommerce sales growth continues to outpace overall retail sales growth — and consumer usage of mobile devices further shifts shopping to the web channel even when buyers are in the aisles of brick-and-mortar retailers. This report provides the vision component of the retail eCommerce playbook; it lays out the implications of this shifting landscape for retailers as well as how innovative retail firms can thrive amid these challenges in the decade to come. This report was originally published on November 20, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in July 2014. Data in this report has been updated using Forrester's North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014 and the Forrester Research Online Retail Forecast, 2013 To 2018 (US).