Summary
Consumers are more empowered today than ever before to choose where and when they shop. Forrester sought to develop an understanding of how and why consumers choose a retailer and what they expect from the retailers from which they buy. This report focuses on UK and French online consumers and helps European retailers understand the driving factors behind consumers' retailer choices and what keeps them coming back. This report builds on an earlier report that focused on uncovering the drivers of repeat purchases with a retailer among US consumers.
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