Introducing The Global Retail Segmentation

It's easy for eBusiness executives to assume that shoppers use different touchpoints the same everywhere. But the reality is that there are some significant global differences in consumers' attitudes and behaviors with regard to the touchpoints they use to research and shop. eBusiness executives who plan on expanding internationally must understand these nuances and provide localized shopping experiences that go beyond language and currency to tailor touchpoint-specific customer journeys to local markets. Forrester's global retail segmentation provides a framework for understanding the touchpoints retail shoppers use around the globe. It enables eBusiness executives to identify critical touchpoints and to understand the differences among shoppers in different countries in order to create more tailored, relevant experiences. This document introduces the framework, which is embedded in Forrester's global Technographics® benchmark surveys, and is available in more detail on a country-by-country basis to Technographics customers.