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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 Luxury Brands: Delight Digitally Savvy Customers With Experiences As Luxurious As Your Brand

    Switch From Brand Obsession To Customer Obsession
    September 28, 2017 | Michelle Beeson

    Luxury brands risk losing control of their direct customer commerce relationships to online multibrand powerhouses like Net-a-Porter, which is now part of Yoox Net-a-Porter Group. To avoid broader...

  • Report Why European Retailers Need Click-And-Collect To Thrive

    Facilitating Customer Convenience Through Click-And-Collect
    January 19, 2016 | Michelle Beeson

    Delivery options that allow customers to buy goods online and collect them in person (click-and-collect) benefit both customer convenience and retailer logistics efficiencies. This service speaks...

  • Report 2015 European Retail Segmentation: Mobile Shoppers Double In Just Two Years

    Mobile Optimization Is A Must For European Retailers
    November 20, 2015 | Michelle Beeson

    Forrester's global retail segmentation helps eBusiness professionals understand the nuances of shopper behavior across different markets. It enables eBusiness executives to identify critical...

  • Report Why Shoppers Buy At General Retailers In France And The UK

    European Consumer Technographics®: Uncovering The Drivers Of Repeat Online And Offline Purchase
    October 24, 2014 | Gina Fleming

    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...

  • Report European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping

    Using Forrester's Online Retail Segmentation Data To Understand Multitouchpoint Shopping Behavior Across Europe
    April 8, 2014 | Michelle Beeson

    European shoppers are embracing an ever increasing range of new devices and touchpoints across the path to purchase. eBusiness professionals must be prepared for the rise of multitouchpoint...

  • Report Introducing The Global Retail Segmentation

    Leverage Forrester's Global Technographics® Benchmark Data To Design Localized Retail Experiences
    January 29, 2014 | Martin Gill

    It's easy for eBusiness executives to assume that shoppers use different touchpoints the same everywhere. But the reality is that there are some significant global differences in consumers'...

  • Report Trends In Russia's eCommerce Market

    Pinpointing Opportunities In Russia's Complex And Dynamic eCommerce Ecosystem
    December 3, 2013 | Martin Gill

    Russia presents an enormous opportunity for eCommerce professionals eyeing potential international growth. However, as one Russian eBusiness professional told us, "You can make a lot of money here,...

  • Report Forrester Readiness Index: 2013 eCommerce Global Study

    A Quantitative Assessment Of The Global eCommerce Landscape
    September 18, 2013 | Susan Wu

    When firms are evaluating global expansion, they need to consider more than just the countries' macroeconomic conditions or consumer market size. Consumer payment behavior, in-ground courier...

  • Report European Online Retail: Five Trends To Watch In 2013

    European eBusiness Executives Must Embrace A Multi-Touchpoint Reality
    February 25, 2013 | Martin Gill

    European retail eBusiness executives face a time of unprecedented change. The range of touchpoints that customers use to discover, explore, buy, and re-engage with brands is growing by the day. New...

  • Report Global Retail Behaviors, 2011

    A Technographics® Global Overview Report
    September 17, 2012 | Gina Fleming

    The Internet plays an important role in consumers' retail habits across the world. Our 2011 data shows that the majority of global online consumers already shop online — and this isn't limited to...

  • Report EU Mobile Commerce Forecast, 2012 To 2017

    July 11, 2012 | Martin Gill

    Mobile eCommerce revenues across Europe will rise from €1.7 billion in 2011 to €19.2 billion in 2017, reaching 6.8% of total web sales. Simple, easy to merchandise categories such as books, DVDs,...

  • Report European Online Retail Forecast: 2011 To 2016

    Online Retail Sales Growth In Europe Will Continue To Outpace Offline Growth For Years To Come
    February 27, 2012 | Martin Gill

    Online retail sales will continue to outperform overall retail sales figures in terms of percentage growth for many years to come in Europe. As the Web becomes an increasingly mainstream part of...

  • Report European eBusiness Executives Take A Cautious Approach To Daily Deals

    Brand And Margin Protection Inhibit Adoption, But Other Approaches Are Emerging
    January 18, 2012 | Martin Gill

    Skepticism is the watchword across Europe as eBusiness executives consider engaging with daily deals sites such as Groupon and Living Social. Concerns about brand damage and sales cannibalization...

  • Report European In-Store Pickup Service Best Practices

    Addressing Consumers' Need For Immediacy And Cost Savings
    December 2, 2011 | Sabine Poltermann, Patti Freeman Evans

    European consumers continue to make use of all of the touchpoints that eBusiness professionals offer when making purchases. Click and collect serves multichannel buyers' fundamental needs by...

  • Report European Online Christmas Retail Outlook, 2011

    This Christmas Season eBusiness Executives Will Turn To A Wider Range Of Touchpoints Than Ever To Engage Bargain-Hungry, Web-Savvy Shoppers
    November 11, 2011 | Martin Gill

    Christmas 2011 will see European shoppers more connected, informed, and web-savvy than ever as they head both online and to the high street to find the perfect gift. With overall retail growth...

  • Report European Shopping Behavior Revealed

    Segmenting European Shoppers
    October 17, 2011 | Patti Freeman Evans, Sabine Poltermann

    After 12 years of online retail in Europe, the Internet has become a core part of the purchase journey for Europeans. Forrester has analyzed the shopping behaviors of European adults and created a...

  • Report German Online Retail Overview, 2011

    Despite A Thriving Online Market, Multichannel Retail Is Still An Untapped Opportunity For German Retailers
    September 30, 2011 | Martin Gill

    The German online retail market is the second largest in Europe. Amazon.de and eBay are dominant forces, with major German consumer brands selling through those sites, and others following suit...

  • Report Understanding Online Payment Preferences In Europe

    Alternative Payment Systems Provide Opportunities For European Merchants
    August 29, 2011 | Benjamin Ensor, Sabine Poltermann

    The European online payment landscape is highly fragmented, with different payment methods achieving varied adoption levels across European countries. One in two European online buyers does not own...

  • Report Using International Shipping To Reach Online Shoppers Around The Globe

    How US Online Retailers Can Extend Their Offerings To Consumers Abroad
    August 5, 2011 | Zia Daniell Wigder

    Given that online retail growth rates remain higher outside the United States than within, eBusiness executives are increasingly looking to tap into online buyers in other markets. The lowest-cost...

  • Report European Online Retail: Adopt A Local Approach

    A Solid Understanding Of Customer Expectations And A Localization And Differentiation Strategy Are The Keys To Success Across Europe.
    July 15, 2011 | Martin Gill

    Despite some commonality in currency and legislation, there are some notable differences in customer shopping behavior and market trends across the various European online retail markets. eBusiness...

  • Report Prepare For Mobile-Driven, Cross-Channel Shopping

    Developing A Mobile Channel Strategy For European Frequent Online Buyers
    March 16, 2011 | Patti Freeman Evans

    Thirteen million Europeans use the Internet every week to purchase products and services. These affluent consumers not only spend more time and money than other Europeans but they are also...

  • Report European Online Retail Forecast, 2010 To 2015

    eCommerce Continues To Grow In Overall Importance To The Retail Landscape In Europe
    February 28, 2011 | Andrea Carini

    European online retail sales grew by 18% from 2009 to 2010 and are expected to grow 13% in 2011. In the coming five years, the number of online buyers in Europe will grow from 157 million to 205...

  • Report Global Consumers' Online Shopping Behaviors

    A Technographics® Global Snapshot Document
    January 4, 2011 | Tamara Barber

    Across the globe, online shopping behaviors vary both by country and by the product category the consumer is looking to purchase. eCommerce channels should account for these two variables in order...

  • Report What Stops Consumers From Buying Online

    Inhibitors Of Online Shopping Behavior In Europe
    October 29, 2010 | Patti Freeman Evans, Andrea Carini

    Even during the economic recession, online sales have kept growing as have online buyers: We project that 153 million Europeans will shop online in 2010. Despite this growth, 31% of online adults...

  • Report Servicing The Multichannel Buyer In Europe

    Consumers Have Embraced All Touchpoints, And So Should eBusiness Professionals
    September 8, 2010 | Patti Freeman Evans, Lauriane Camus

    Today, European consumers face a wide range of touchpoints and have adopted a complex purchasing journey. These consumers use more than one channel to research and buy a product, and they are...

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