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For eBusiness & Channel Strategy Professionals

European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping

Using Forrester's Online Retail Segmentation Data To Understand Multitouchpoint Shopping Behavior Across Europe

April 8, 2014

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Why Read This Report

European shoppers are embracing an ever increasing range of new devices and touchpoints across the path to purchase. eBusiness professionals must be prepared for the rise of multitouchpoint shopping. However, 55% of European online adults still don't regularly buy across digital touchpoints. Thus, eBusiness professionals must also take the opportunity to influence those who have yet to make the shift to buying online, since many in this group still use digital touchpoints for research. This report uses Forrester's global retail segmentation to help eBusiness professionals understand the nuances of shopper behavior across European markets. The segmentation identifies key touchpoints used along the path to purchase to help create the most relevant shopping experiences for target customers.

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Table of Contents

  • Digital Touchpoints Fuel Shopping Complexity
  • There Is No Single Approach To Targeting European Shoppers
  • RECOMMENDATIONS

  • Create Seamless Cross-Touchpoint Experiences To Serve All Shoppers
  • Supplemental Material
  • Related Research Documents

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