Trends Report

The State Of Retailing Online 2009: Marketing

June 5th, 2009
With contributors:
Patti Freeman Evans , Peter Hult , Brendan McGowan


This report reflects the 12th annual fielding of "The State of Retailing Online," a study conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the business-to-consumer space. This is the first of a three-part series of reports based on those findings and highlights marketing priorities, spend, allocation, and areas of marketing focus. The key findings of this year's report were that most retailers affirm that the Web channel is better positioned to weather the economic storm than the offline channel, with many retailers seeing the downturn as an opportunity to capture market share from weakened competitors. As for specific tactics, paid search continues to reign as the preferred customer acquisition tactic. However, several retailers report an increased focus on customer retention for which email is the preferred communication tool. Forrester Web site visitors without client access to our research can purchase this report at

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.