Advanced Search

Save Or Share This Report

For eBusiness & Channel Strategy Professionals

Agile Commerce Is Coming Of Age For European Retailers

No Matter What Their Maturity, European eBusiness Success Will Hinge On An Effective Cross-Touchpoint Strategy

October 26, 2011

Primary author headshot

Authors

Why Read This Report

The most visionary European multichannel retailers are beginning their transformation toward agile commerce and are reaching out to their customers on new touchpoints — mobile, social, etc. — in a comprehensive and coherent way. But they are in the clear minority. Many retailers run successful web operations, yet lack a strategic plan to make the leap to a cohesive multichannel effort. Many retailers are not even in the game, with a significant number yet to sell online or still in the experimentation phase. These novice eCommerce sellers are still concerned about channel conflict, detrimental brand impact, and revenue cannibalization. Yet no matter what the stage of their maturity, multichannel retailers across Europe agree that customer data will be the key that unlocks cross-touchpoint success.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Agile Commerce Is A Long Way Off For Most European Retailers
  • The Four Levels Of Multichannel Maturity
  • Maturity Aside, Everyone Agrees That A Unified Touchpoint Strategy Is The Goal
  • RECOMMENDATIONS

  • It's Never Too Late (Or Early) To Start Building An Agile Commerce Strategy
  • WHAT IT MEANS

  • You Can't Do Everything, So Pick The Bandwagons You Jump On Carefully
  • Supplemental Material
  • Related Research Documents

Recommended Research