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For eBusiness & Channel Strategy Professionals

The Case For Channel-Shifting Offline Customers Online

June 24, 2015

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This is the Business Case report in The B2B eCommerce Playbook For 2016.

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Why Read This Report

Business-to-business (B2B) companies know they can generate revenue and save money by migrating their offline customers online. The question is, how much and under what circumstances? Forrester surveyed 45 B2B eCommerce executives to learn more about how they quantify the revenue opportunities and cost savings associated with moving traditionally offline customers into an online product purchase environment. This B2B eCommerce playbook report details how and where leading B2B eCommerce operations are generating revenue, reducing costs, and leveraging new customer engagement opportunities by "channel-shifting" their current offline clients online. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Channel-Shifting Drives Engagement And Revenue As Well As Savings
  • Migration's Effect On Long-Term Loyalty Remains An Open Question
  • RECOMMENDATIONS

  • Employ Lifetime Value Measures And Create Omnichannel Customers
  • Supplemental Material
  • Related Research Documents

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