Forecast Report

US Cross-Channel Retail Forecast, 2011 To 2016

Mobile Growth To Amplify Web Pre-Shopping More Than Ever

June 12th, 2012
With contributors:
Vikram Sehgal , Patti Freeman Evans , Sabine Poltermann , Douglas Roberge

Summary

As consumers are more likely to own mobile devices and spend more of their time online than ever before, they are also likely now than ever to use the Web to support their purchases. By 2016, Forrester predicts that more than half of the dollars spent in US retail will be influenced by the Web. While there are a variety of activities that constitute web shopping research (e.g., using a store locator, reading customer reviews), the biggest threat to eBusiness professionals in retail is that disparate pricing for many stores and products is now exposed. This demands retailers proactively and constructively address these differences if they want to survive.

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