Trends Report

The State Of Retailing Online 2013: Marketing And Merchandising

July 30th, 2013
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Carrie Johnson , Douglas Roberge

Summary

Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering key site benchmarks such as conversion rates as well as top digital initiatives for retailers. This second report addresses marketing priorities, spend levels in areas such as paid search and email, and the impact of smartphones and tablets on interactive marketing spend, as well as site merchandising priorities. While retailers now see significant traffic through mobile devices, traditional marketing tactics such as search and email continue to dominate the interactive marketing mix for retailers.

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