Trends Report

European Online Christmas Retail Outlook, 2011

This Christmas Season eBusiness Executives Will Turn To A Wider Range Of Touchpoints Than Ever To Engage Bargain-Hungry, Web-Savvy Shoppers

November 11th, 2011
Martin Gill, VP, Research Director
Martin Gill VP, Research Director
With contributors:
Patti Freeman Evans , Sabine Poltermann , Amelia Martland , Myriam Da Costa

Summary

Christmas 2011 will see European shoppers more connected, informed, and web-savvy than ever as they head both online and to the high street to find the perfect gift. With overall retail growth looking sluggish across Europe, the Web represents the greatest hope of growth for many retailers, though shoppers are becoming more focused and deal-aware in their search for gifts. They are turning to the Internet not only to find great deals (for purchases online and offline) but also to save time finding the specific products and brands they want. In an increasingly complex and competitive environment eBusiness executives across Europe must demonstrate swift cross-functional leadership to ensure that Christmas campaigns are consistently executed across a growing range of touchpoints as the race to Christmas is becoming tighter than ever.

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