After almost 10 years at Forrester, I'm incredibly lucky to now lead the team dedicated to making eBusiness & Channel Strategy Professionals successful every day. And, more than ever, senior executives leading eBusiness efforts need help. Ubiquitous connectivity, new devices, and empowered consumers translate into very specific challenges. How do I drive commerce effectively anytime and anywhere my customers demand? How can I ensure a seamless and productive experience regardless of the channel employed? And, how do I align my people, processes, technology, metrics, and culture to support my customers?
If you or someone you know is interested in helping eBusiness & Channel Strategy professionals with these and other challenges, please consider the following open positions for which we are hiring:
To understand how consumers migrate across channels, we analyzed Forrester's European Technographics® Benchmark Survey to determine where they start their purchasing journey and where they end up buying the product. In general, shoppers tend to ultimately purchase in the channel in which they started their research. This inclination is stronger among shoppers who began their research offline: 91% of European shoppers who began their research offline also purchased offline. Meanwhile, 58% of those who started to look for information on the Internet eventually made the purchase online.
However, this purchasing journey differs by product. For example, when we look at leisure travel, about two-thirds of European consumers start researching online. And only one-fifth don’t involve the Internet at all in the researching phase. However, about one-third of consumers who start their research online purchase their travel offline.
Summarizing, European online adults use a mix of channels to research and buy products, and the Internet is a key channel in the purchasing path. Yet deals are still mostly closed in the store. A seamless customer experience in which consumers can achieve goals like returning products across channels is key to driving multichannel success.
No! They’re not related, they’re just on our mind and topics of our latest surveys for eBusiness executives. The eBusiness and Channel Strategy research team maintains a panel that we survey online each quarter on a variety of topics (join here if you’re not already a member).
Our last survey looked at what eBusiness managers are doing about fraud in light of the recession. We found that, for the most part, fraud hasn’t increased with the recession. eBusiness leaders plan to spend $23 million on technology on their customer-facing online sites to detect and combat fraud, and they currently attribute losing 0.6% of their sales to fraud. You can read more here: The State Of Fraud In eBusiness.
This quarter, we’re surveying our panelists on their eBusiness teams’ multichannel sales and service strategy and how well their companies meet customers' needs across channels.