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The Retail E-Commerce Playbook For 2021

The Art And Science Of Retail eCommerce

Retail eCommerce sales continue to climb, and digital business executives must check all the boxes to ensure that they're not missing either opportunities for direct online sales or ways that...

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  • Report Brands And Politics Collide

    Company Values Determine When To Take A Stand
    April 14, 2021 | Mike Proulx

    2020 was the year that trounced US brands' "no politics" policies — forcing boardroom debates about whether to respond to specific events around social justice, mask-wearing mandates, voting...

  • Report European Leaders Must Focus On Five Priorities In 2021

    Leaders Must Master Hybrid Customer And Employee Experiences As Europe Rolls Out The COVID-19 Vaccine

    Against a backdrop of economic uncertainty, social unrest, and changing market dynamics, vaccines promise to move us into a future without COVID-19. But this won't happen overnight. European...

  • Report The CMO's Guide To Green Marketing

    CMOs At Green Brands Go Beyond Marketing Fundamentals
    April 7, 2021 | Thomas Husson

    CMOs at green brands execute authentic sustainability efforts to move from storytelling to storymaking. They truly understand their customers' emotions, demonstrate empathy, innovate with new...

  • Report Embrace The Green Business Opportunity

    Profitable Sustainable Businesses Show How Traditional CMOs Must Embrace Green Transformation
    March 30, 2021 | Thomas Husson

    Consumers expect brands to truly embrace environmental sustainability but are suspicious about their sustainability messages; they often believe brands use green marketing purely to drive...

  • Report Greener Consumers Demand Sustainable Brands

    The Green Revolution Will Drive The Next Wave Of Business Transformation
    March 22, 2021 | Thomas Husson

    Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace...

  • Report Geopolitical Disruption Demands Local Trust

    CMOs At Global Brands Must Pivot To Truly Multilocal Operations
    February 11, 2021 | Thomas Husson

    Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

  • Webinar Consumer Outlook On 2021

    February 4, 2021 | Anjali Lai, Martin Gill

    2020 will be remembered as a transformational year in world history; now, the decisions, actions, and innovations that occur in 2021 will set the trajectory for pandemic recovery and rebound that...

  • Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

  • Webinar Empowered Consumers Go Green

    December 14, 2020 | Anjali Lai, Salvatore Schiano

    Conversations about the climate have ebbed and flowed for decades, yet 2020 marks a turning point where the combination of escalating climate hazards, a global pandemic, and a newfound consumer...

  • Report Consumer Goods Companies Spend More On Digital Marketing

    The COVID-19 Pandemic Hastens Trends That Were Already In Motion
    August 6, 2020 | Shar VanBoskirk, Brandon Verblow, David Novitzky

    For CPG marketers, the COVID-19 pandemic and its associated shelter-at-home restrictions created both a burst of product demand and unexpected media behavior. The result is that digital spend by...

  • Webinar Use Adaptive Intelligence To Power Next-Generation Customer Insights

    June 30, 2020 | James Staten, Fatemeh Khatibloo

    Far too often, enterprises base their roadmaps, innovations, and business agility purely on insights gleaned from the data available within their four walls. To win in this era of hyperadoption,...

  • Report The UK In The Pandemic: How Consumers And Businesses Are Changing

    As The Pandemic Drives A Lasting Shift In UK Consumers' Behaviors And Values, Firms Must Respond In Kind
    June 17, 2020 | Michelle Beeson

    Our new survey, the Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1), studied 1,117 UK online adults to analyze the impact of the COVID-19 crisis. This report synthetizes the...

  • Report CMO Priorities In Light Of The Pandemic Crisis

    What To Do Now, In Early 2021, And By Year-End 2021
    June 11, 2020 | Shar VanBoskirk, Tina Moffett

    With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

  • Webinar The Coronavirus And Consumer Sentiment

    How People Feel Will Affect Their Next Steps
    April 2, 2020 | James McQuivey, PhD, Anjali Lai, Kristopher Arcand

    As the coronavirus spreads around the world, so do certain emotional responses that consumers have. At Forrester, we are carefully measuring how people go through various stages of understanding...

  • Webinar The State Of Consumers And Technology

    Consumer Technographics® And Business Technographics®
    February 25, 2020 | Anjali Lai

    Take a pulse of technology attitudes and behaviors today, and you’ll see consumers lamenting the abundance of technology and idealizing digital detoxes. However, zoom out to observe how...

  • Report Brand Spotlight: The Best And Worst Of 2019

    January 13, 2020 | Dipanjan Chatterjee

    This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

  • Report Brands Must Embrace Gender Evolution

    December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

    Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

  • Report The Enigma Of The New Norm: Direct-To-Consumer Disruption

    Return To The Core Of Best-In-Class Marketing To Solve Three Consumer Paradoxes
    June 13, 2019 | Anjali Lai

    Direct-to-consumer (DTC) startups are storming onto the scene with a provocative brand ethos and unconventional business models that threaten retailer market share. VCs bet big on these bold...

  • Webinar Breakthrough Or Bust: Forrester's Consumer Energy Index

    May 22, 2019 | Anjali Lai

    Empowered consumers appear to latch onto new experiences faster than innovators can build them. Still, business leaders know the pain of failing to win consumers’ attention, lead them to...

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