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For eBusiness & Channel Strategy Professionals

REPORT: Envisioning The Future Of Omnichannel Commerce

Vision: The Omnichannel Commerce Playbook

April 16, 2019 Brendan Witcher

Omnichannel is not a new concept, but B2C, B2B, and even B2B2C companies still grapple with how to transform from multichannel to omnichannel. Omnichannel capabilities cover four key areas: view of the customer, engagement, fulfillment, and pricing. This report helps digital business professionals understand how and why these areas are separate projects, as well as why these capabilities are critical to successfully win and retain business from empowered customers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
For B2C Marketing Professionals

REPORT: To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

Brands Benefit From Direct Consumer Relationships That Offer Unique Value

April 2, 2019 Ryan Skinner

Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition is any mixture of disdain, fear, or envy miss the message these startups' growth sends: Consumers are radically open to new value propositions right now. This report provides B2C marketers with a template for adapting their strategy to consumers' evolving purchase drivers and succeeding in the new era of direct-to-value.
For eBusiness & Channel Strategy Professionals

REPORT: The State Of Retailing Online 2019: Omnichannel, Marketing, And Personalization

Landscape: The Retail eCommerce Playbook

March 25, 2019 Sucharita Kodali

Forrester conducts the annual "The State Of Retailing Online" study by the National Retail Federation (NRF). This research summarizes attitudes and investments that retailers and digital business professionals are making for both their store and their online businesses. The 2019 report has notable new additions to this research, including omnichannel fulfillment, digital marketing, and personalization.
For eBusiness & Channel Strategy Professionals

REPORT: Paving The Path To Omnichannel Commerce

Road Map: The Omnichannel Commerce Playbook

March 5, 2019 Brendan Witcher

Digital business professionals have recognized the need for omnichannel programs for years, but many are unsure of where to start. This report guides digital business pros on how to craft an omnichannel road map that successfully bridges gaps between the organization's current capabilities and its vision for future omnichannel programs. They will learn how to chart strategies to select technology, gain internal stakeholder support, break down operational barriers, and measure progress. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
For CIO Professionals

REPORT: 2019 US Tech Budgets: Industry Outlook

CIOs Should Make Their 2019 Plans With A Solid Understanding Of What's Going On In Their Industry

February 6, 2019 Andrew Bartels

The US tech budget outlook for 2019 is generally positive, with projected growth of 6.1% only slightly slower than its 2018 growth. But in that broad picture, different industries will face very different prospects. In this report, we provide our forecasts by industry and high-level tech budget benchmarks for tech spending as a percentage of revenues by industry. We also address each industry's tech spending by category and the split between business technology (BT) and back-office technology (BOT) spending. CIOs should read this report to compare their 2019 tech budgets with the outlook for tech spending in their industry.