Online Retailers Go In Pursuit Of Europe's Valuable Cross-Border Consumers Worth €40 Billion By 2018

Michelle Beeson

A few weeks ago I was in Barcelona for the Global eCommerce Summit (GeS). One of the hot topics on the agenda, and during the coffee breaks, was internationalization. How best to evaluate and prioritize new market entry? How far do you need to go with localizing your website and the customer experience? How do you manage different market regulations and nuances?

The focus of these questions at GeS this year was the US and China. Yet, these questions also apply when considering market expansion in Europe. Forrester’s new Western European Online Cross-Border Retail Sales Forecast 2013 To 2018 shows the opportunity for eBusiness professionals, pursuing European expansion through cross-border sales, is growing. In fact, European online cross-border sales will reach €40 billion by 2018, growing at a compound annual growth rate (CAGR) of 11% over the five year forecast period.

Key takeaways from the forecast include:

  • The majority of online cross-border revenues will stay within Europe. European online consumers who buy outside their home market are more likely to do so from another European market rather than those outside Europe.
  • More retailers look for growth across borders, broadening the competitive landscape. The number of EU retailers who sell online across borders will grow by a CAGR of 12%, with 28% of European online retailers selling across borders by 2018. eBusiness pros at retailers of different sizes and categories are actively pursuing valuable cross-border shoppers and international sales to drive growth.
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Join Our 2015 Global Mobile Executive Survey

Thomas Husson

For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, my colleagues Julie Ask, Jennifer Wise and I are updating the survey again to help business executives and marketers benchmark and mature their mobile strategy and services.

Planning and organizing for the use of mobile technologies is a complex task. Integrating mobile as part of a broader corporate strategy is even more complex. However, some players are leading the way and working on infrastructure, staffing, and competencies that are hard to see unless you look closely. If you want to understand the role that mobile is playing in various organizations, what their objectives are, how they measure the success of their mobile initiatives, and a lot more, you just have to share with us your own perspective and we will aggregate the answers.

For your efforts, we will share a free copy of the survey results.

If you’re in charge of your company's mobile consumer initiative or if you’re familiar with it, then please take this survey.

Click HERE to start the questionnaire.

If you’re not familiar with your company’s mobile consumer approach, please forward this survey to the relevant colleagues who are in charge of defining or implementing your mobile consumer approach.

  • The survey takes less than 20 minutes to complete.
  • The survey will be live until August 31, 2015.
  • Responses will be kept strictly confidential and published only in an aggregated and anonymous manner.
  • Needless to say, we will filter responses and exclude irrelevant answers as well as answers from vendors, agencies, or consulting organizations.

Consumers Will Download More Than 226 Billion Apps In 2015

Satish Meena

Apple and Google have recently announced the total number of app downloads from their app stores over the past 12 months. Apps downloaded by by iOS users crossed the 100 billion mark in June 2015 — 25 billion of those in the past 12 months — while Android users have downloaded more than 50 billion apps in the past 12 months. Google did not announce a cumulative download figure, although we know that app downloads passed 50 billion in July 2013. It took Android almost 57 months to cross the 50 billion milestone, compared with about 59 months for Apple. Android app downloads have overtaken iOS app downloads due to the rapid adoption of Android-based phones in emerging markets. However, this does not include Chinese app stores serving Android users, such as  360 Mobile Assistant, Myapp, Baidu, MIUI, Wandoujia, Huawei, and Anzhi Market; our just-published Forrester Research Mobile Application Spending Forecast, 2015 To 2020 (Global) indicates that these entities will account for more than half of the expected 226 billion app downloads in 2015.

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Calling All Word of Mouth Vendors

Nate Elliott

Word of mouth isn’t just one of marketers’ favorite social tactics, it’s one of the most effective as well. But many word of mouth marketers still simply post content online and hope it'll spread — and this "post and pray" method rarely works. Forrester believes the real key to generating word of mouth is identifying people to speak on brands’ behalf and then motivating those advocates and influencers to action.

To help marketers create more successful word of mouth programs, Forrester is planning a Market Overview report that details which vendorsoffer Word of Mouth Platforms and what specific WOM technologies these vendors offer. Forrester defines Word of Mouth Platforms as “technologies that help brands identify customer advocates, employee advocates, and category influencers, and then activate those advocates and influencers to share messages on the brands’ behalf.”

If you’d like to be considered for this report, please email me at nelliott at forrester dot com, and we'll send you a questionnaire.

Time To Become a Digital Unicorn

Martin Gill

I’m happy to report a major milestone.

The final chapter of the Digital Business Playbook went live today.

It’s the Tools and technology chapter, which has been an absolute beast of a research project. After all, where do you start outlining all of the tools and technologies you need to transform your business to become truly digital? To digitize your business strategy?

The short answer is you don’t.

In most of our research for the Digital Business Transformation Playbook we’ve concentrated on finding and outlining best practice examples of traditional firms that are transforming to embed digital into the heart of their business strategy. As one of our Research Directors so rightly pointed out early in this research, “horses don’t like stories about unicorns”. It’s not so helpful for us to tell you “hey, just copy Amazon” when you run a retail bank with a chain of a thousand branches around the world.

But in this instance we do need to hunt for unicorns.

Because the unicorns are nailing it.

Firms like Amazon, eBay or Spotify manage digital technology on the massive scale, yet retain a high level of innovation and agility. So what sets them and other digital masters, apart from digital dinosaurs in their relationship to technology? What can we learn from how they plan, manage and invest in technology? What we found was:

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Guerrilla CX For Government

Rick Parrish

Federal customer experience (CX) professionals are trying to wage a conventional war against bad CX. But they usually don’t have the budget, personnel, or authorities they need to win big, decisive battles. That’s why federal CX pros should consider changing their approach and use some proven CX guerrilla tactics instead. To make the most of their limited resources, federal CX pros should use their available data, foster rapid-fire experimentation, and create memorable moments that build coalitions. Here’s how.

Make The Best Use Of Available Customer Data

A formal voice of the customer program with both quantitative and qualitative feedback mechanisms is ideal — and you’ll definitely need one eventually — but you don’t need anything that fancy to start improving your CX. Instead:

  • Aggregate and use the customer data you already have. Most federal agencies have way more customer data than they realize. Even a motley collection of one-off surveys, website and social media analytics, call center logs, and customer emails can be mined to uncover pain points. Don’t worry about painting a photo-realistic picture of your customers. Just aim for a few broad brush strokes that can guide basic CX improvement.
  • Go for big impact by exposing the unfiltered voice of the customer. If you don’t have the data to impress decision-makers’ left brains with intricate multivariate regression analyses, awe their right brains with dramatic quotes and stories of major customer problems. All the numbers in the world aren’t as powerful as listening to a call center recording of a crying mother or reading an email from an irate retiree.
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How To Borrow Mobile Moments To Engage Chinese Consumers

Xiaofeng Wang

When it comes to engaging Chinese mobile consumers, top digital-native apps like WeChat attract more attention than brand-owned ones. Smart marketers are starting to borrow mobile moments rather than create their own. So how can you pursue a similar strategy? My most recent brief, The Power Of Borrowed Mobile Moments, provides marketers with the guidance needed to successfully borrow mobile moments.

Forrester defines a mobile moment as a point in time and space when someone pulls out a mobile device to get what they want in their immediate context. Mobile moments are the key to winning the mobile battle, as they create an opportunity to transform consumers’ perception of a brand. For B2C marketers in China, the opportunity is great — the country is the world's largest smartphone market — but so is the challenge: Chinese consumers have extremely high expectations when it comes to mobile services.

Our research indicates that, of the different types of mobile moments, borrowed moments are the most essential to winning over Chinese consumers. There are a few reasons for this:

  • WeChat and a few mega-apps dominate consumers’ mobile moments. Metro Chinese consumers already spend more than half of their mobile Internet time on WeChat. A few other popular apps, such as Didi Dache and MeituPic, have attracted hundreds of millions of users and enjoy high daily usage.
  • “Owned” mobile moments are less likely to work in China. The country’s relatively slow mobile Internet speeds have shaped consumers’ preference for data-light apps and resistance to downloading and using individual brand apps.
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The Data Digest: Forrester’s Next-Generation CX Index Reveals Why Customer Experience Is Important For Telecom Companies

Gina Fleming

Having lived in a number of cities throughout the years, I have faced the typical problems of the cable customer — a limited number of providers and little ability to switch. And over and over again, I’ve been frustrated and disappointed by the customer experience (CX) I’ve received from these cable companies. I’m not alone: Forrester’s next-generation CX Index™ benchmarks TV and Internet service providers (ISPs) as among the lowest for CX quality. But as many new TV models start to emerge, consumers will be able to punish poor providers and switch more easily to new companies that meet their needs.

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Five Killer Competencies Your Digital Team Needs

Martin Gill

It’s no great shocker that digital skills are in short supply.

 

In our annual organizational and staffing survey of eBusiness and channel strategy professionals, we found that while eBusiness budgets have grown by more than 10%, finding the skills and capabilities to execute on a digital strategy is becoming harder and harder.

 

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Older Consumers Embrace Technology During Their Purchase Journey, Too!

Nicole Dvorak

Millennials: We can’t seem to get enough information about them. Recent reports that focus exclusively on how Millennials use new technologies have misled eBusiness execs into believing that they must focus primarily on Millennial dollars.[i] But as my colleague Sucharita Mulpuru discusses in her latest report, the kids are overrated.

History has shown us that technology innovation has an impact on all generations —even if adoption rates and motivations differ by age. We even see this trend when examining the role that mobile devices play in the consumer purchase journey today. For example, although 26- to 34-year-olds lead in tablet adoption, 35- to 44-year-olds show the highest levels of tablet use during the research process —more than a quarter of US online researchers within this age group use a tablet!

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