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The Retail eCommerce Playbook For 2019

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 are not missing either opportunities for direct online sales or ways that this...

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  • Report The Canada Customer Experience Index, 2016

    Canadian Company Scores Reveal A Year Of Stagnation
    September 29, 2016 | Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? In this report, we reveal the top performers in Canada and the specific brands that you must beat to...

  • Report Examining The Mobile Pathways Of US Shopping Websites

    A Forrester Data Snapshot
    June 16, 2016 | Nicole Dvorak

    Smartphone owners often navigate from one mobile destination to the next in a single session. Mobile pathways analysis explores the popular destinations customers visit right before and after your...

  • Report Utility And Emotion Drive Amazon's Global Appeal

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    November 13, 2015 | Anjali Lai

    Whether you're a retailer or not, you're competing with Amazon. The company's approach to customer service and fulfillment is powering impressive growth across the globe and raising consumer...

  • Report Mobile's Role In The Consumer's Path To Purchase

    A Technographics® 360 Report: Using Behavioral Tracking, Survey, And Online Community Data
    April 15, 2015 | Nicole Dvorak

    When they want a product or service, consumers embark on a path to purchase; they discover, explore, buy, use, ask, and engage using a multitude of touchpoints. The rise in the adoption of mobile...

  • Report Revisiting The Touchpoint-Impact Framework For 2014

    A Deep Dive Into Apparel And Personal Care Categories
    June 2, 2014 | Gina Fleming, Cory Munchbach

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

  • Report US Retail Segmentation: Gen Y Online Shoppers

    Using Forrester Technographics® To Profile Generation Y Online Shoppers In The US
    May 19, 2014 | Martin Gill, Sucharita Kodali, Douglas Roberge

    In the US, Gen Y is a digitally savvy segment that frequently buys online through a number of touchpoints and will continue to be a core segment for US online retailers for years to come. eBusiness...

  • 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 Customer Life-Cycle Industry Overview: Over-The-Counter Health Products

    A Consumer Technographics® Report
    September 11, 2013 | Reineke Reitsma

    When it comes to buying health-related products, consumers take extra care to learn about the item. Although over-the-counter health products aren't generally high investments on the basis of...

  • Report Customer Life-Cycle Industry Overview: Clothing, Footwear, And Accessories

    A Consumer Technographics® Report
    July 9, 2013 | Reineke Reitsma

    Window shopping can be trendy, but "screen shopping" might be next season's newest fashion. With the proliferation of online garment retailers, fashion labels' aggressive digital campaigns, and...

  • Report Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    How Research Touchpoints Affect Consumer Spending
    April 9, 2013 | Cory Munchbach, Gina Fleming

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

  • Report Trends In India's eCommerce Market

    How Online Retail In India Is Evolving Differently From Other Major Markets
    August 13, 2012 | Zia Daniell Wigder, Manish Bahl

    India's eCommerce market is at an early stage but is expected to see huge growth over the next four to five years. Over the past 12 months, venture capitalists have invested heavily in India's...

  • Report Selling Luxury Goods To Online Shoppers In China

    Understanding The Needs Of Today's Luxury Buyers
    May 17, 2012 | Zia Daniell Wigder

    China is an enticing market for luxury brands looking to sell online, yet brands must recognize the opportunity is not without multiple challenges. In China, the online channel is widely considered...

  • Report The Customer Experience Index, 2012

    January 23, 2012 | Megan Burns

    This report provides benchmarks of the quality of customer experience at major companies. It should be used to help customer experience professionals set goals and optimize as they transform their...

  • 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 How To Tap The Australian Market

    Key Considerations For International Online Retailers
    June 29, 2011 | Steven Noble

    International online retailers are targeting Australia because its economy is strong, eCommerce is booming, and the country is both familiar to Westerners and fairly easy to enter. If they are...

  • Report Why Your Call Center Needs User-Centered Design

    How Focusing On Callers And Agents Can Drive Business Results
    April 6, 2011 | Kerry Bodine

    Today, user-centered design isn't widely used to improve call center interactions. That needs to change. When applied in the call center, the core activities of a user-centered design process —...

  • Report Website Functionality Benchmark 2010: US Outdoor Outfitters

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five Top Outdoor Apparel Brands
    February 17, 2011 | Patti Freeman Evans

    Forrester evaluated the websites of the five largest US outdoor retailers — Lands' End, L.L.Bean, Eddie Bauer, Orvis, and Sierra Trading Post — using our Website Functionality Benchmark (WFB)...

  • Report Trends In China's eCommerce Market

    How Online Retail In China Is Evolving Differently From Other Major Markets
    January 11, 2011 | Zia Daniell Wigder

    China's eCommerce market is both one of the largest and one of the fastest growing in the world. While Forrester estimates the traditional B2C online retail markets to be larger in the US and Japan...

  • Report A Market Researcher's Introduction To The Future Of Online Customer Experience

    June 30, 2010 | Reineke Reitsma

    The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is...

  • Report How Satisfied Are Consumers With Web Site Experiences In 2010?

    Consumers Rate Their Satisfaction With 87 Web Sites Across 13 Industries
    June 14, 2010 | Megan Burns

    Forrester recently asked US online consumers to rate their satisfaction with Web site experiences at companies they've done business with across multiple industries. When the results were tallied,...

  • Report The Future Of Online Customer Experience

    It Looks Customized, Aggregated, Relevant, And Social
    January 28, 2010 | Moira Dorsey

    Forrester believes that four attributes will characterize the next phase of development of the Web. Online experiences will be: customized by the end user, aggregated at the point of use, relevant...

  • Report How To Win Over European Online Shoppers

    Email And Site Tips For Success In Seven Different European Markets
    September 21, 2009 | Zia Daniell Wigder

    Many businesses, especially those expanding into Europe for the first time, take a blanket approach to the European market: Web sites are merely replicated throughout Europe with nearly identical...