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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 Retailers: Extend Omnichannel Capabilities To The Customer, Not Just Operations

    December 19, 2018 | Michelle Beeson

    Forrester's 2018 Retail Omnichannel Capabilities Assessment benchmarked eight leading European retailers and two in the US to help digital business executives understand how their omnichannel...

  • Report The Forrester Retail Wave™: European Mobile Apps, Q4 2018

    Leading Retailers Are Raising The Bar On Functionality And User Experience
    October 23, 2018 | Michelle Beeson, Alex Causey

    As mobile becomes the dominant digital touchpoint, retailers must elevate their mobile experiences to win, serve, and retain loyal customers. To see how helpful apps are to customers, we evaluated...

  • Report The Forrester Automotive Wave™: European Websites, Q3 2018

    European Auto Brands' Sites Don't Meet Customers' Evolving Expectations
    August 29, 2018 | Brendan Miller, Alex Causey

    More than half of European consumers spend 10 hours or more researching a new car, and nearly three-quarters consider three or more brands before they purchase or lease a vehicle. To gauge how...

  • Report Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (EU-7), Q1 2018 Update

    ForecastView Document
    May 14, 2018 | Satish Meena

    Digital touchpoints are increasingly important for customers. In the EU-7, digital-influenced sales will grow at a compound annual growth rate (CAGR) of 7.5% from 2017 to 2022 to reach €768...

  • Report Assess How Your Omnichannel Capabilities Stack Up

    November 13, 2017 | Michelle Beeson

    Forrester's 2017 Retail Omnichannel Capabilities Assessment benchmarked 16 leading UK and US retailers to help digital business executives understand how their omnichannel capabilities compare with...

  • Report The Forrester Retail Wave™: European Mobile Web, Q4 2017

    Mobile Website UX Among European Retailers Must Improve
    November 13, 2017 | Michelle Beeson, Alex Causey

    As mobile becomes the dominant digital touchpoint, retailers must do more to streamline their customers' experiences on a smaller screen. We evaluated the mobile websites of 10 European retailers...

  • Report Assess Your Digital Store Functionality

    October 20, 2016 | Michelle Beeson

    Forrester used its Digital Store Functionality Benchmark methodology to assess 20 leading retailers across the UK and US. Our benchmark helps retail digital business executives better understand...

  • Report Capture The Global eCommerce Opportunity

    Shift Your Approaches To Globalization
    August 12, 2016 | Lily Varon

    Gone are the days when most brands offered just one or two international sites: Today, the end goal is a global eCommerce footprint. To reach that goal, eBusiness professionals are taking a...

  • Report 2015 Retail Omnichannel Functionality Benchmark

    Upgrade Process, Metrics, And Technology For Omnichannel Success
    May 6, 2016 | Michelle Beeson

    Forrester used its Retail Omnichannel Functionality Benchmark methodology to assess 20 leading retailers across the UK and US to help retail digital business executives better understand how their...

  • Report The Evolution Of Global eCommerce Markets

    Analyze Markets For Strategy Fit And ROI
    February 5, 2016 | Lily Varon

    Global eCommerce is evolving rapidly. Consumers around the globe are migrating online, with shopping increasingly becoming a key part of the online experience. Countries vary greatly in their...

  • Report European Cross-Channel Retail Sales Forecast, 2015 To 2020

    Don't Underestimate Your Digital Touchpoints' Offline Influence
    July 28, 2015 | Michelle Beeson

    Forrester forecasts that over half of all retail sales in Europe will be impacted by the Web by 2020. These web-impacted sales include both online sales (including mobile and tablet sales) and...

  • Report Brief: Western European Online Cross-Border Retail Sales Forecast, 2013 To 2018

    European Online Cross-Border Sales Will Reach €40 Billion By 2018
    June 22, 2015 | Michelle Beeson

    Cross-border online sales are on the rise in Europe, with Forrester forecasting that they will grow by a compound annual growth rate (CAGR) of 11% over the next five years. Cross-border sales...

  • Report Website Functionality Benchmark 2014: European Online Apparel Retailers

    February 10, 2015 | Michelle Beeson

    The online apparel retail market is highly competitive across all regions. To assess whether European online-only apparel retailers have the features and functionality to compete, Forrester...

  • Report Predictions 2015: European Retailers Will Embrace Experimentation

    November 5, 2014 | Michelle Beeson

    Customers are increasingly empowered with the ability to decide where, when, and how they engage with organizations as they shop. In 2015, European consumers' increasingly multitouchpoint shopping...

  • Report Plan Your European eCommerce Expansion

    European Cross-Border Buyers Are Valuable Digital Embracers
    November 5, 2014 | Michelle Beeson

    European online cross-border purchasing is happening, but with almost a quarter of European online adults buying cross-border, it has not yet reached a critical mass. Those in smaller European...

  • 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 Establishing A Global Direct Online Sales Footprint

    An Analysis Of B2C Manufacturers' International Expansion
    January 26, 2012 | Zia Daniell Wigder

    Global brands are increasingly looking to sell direct on their own websites — and not just in their home markets. After examining the global direct-to-consumer sales presence of manufacturers...

  • Report Website Functionality Benchmark: European Consumer Electronics Retailers

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Four Specialist European Consumer Electronics Retailers
    September 12, 2011 | Martin Gill

    Forrester applied its Website Functionality Benchmark evaluation methodology to four European consumer electronics retailers: Best Buy UK, Currys, Darty, and Redcoon. These specialist retailers...

  • 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 Website Functionality Benchmark 2011: Luxury Fashion Brands

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five European Luxury Fashion Brands
    May 23, 2011 | Andrea Carini

    Forrester evaluated the transactional websites of five European luxury fashion brands — Burberry, Dolce&Gabbana, Gucci, Hermes, and Louis Vuitton — using our Website Functionality Benchmark...

  • Report Website Functionality Benchmark 2010: European Apparel Multichannel Retailers

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five Top Apparel Brands
    February 8, 2011 | Andrea Carini, Patti Freeman Evans

    Forrester evaluated the transactional websites of five European apparel retailers — Zara, H&M, Promod, Miss Sixty, and Topshop — using our Website Functionality Benchmark methodology. The results:...

  • Report Establishing A Global Online Retail Footprint

    An Analysis Of US eBusiness International Expansion
    September 17, 2010 | Zia Daniell Wigder

    It used to be that international expansion for US-based retailers meant shipping to Canada. Today, however, the majority of the top 50 online retailers in the US have a presence outside the country...

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