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Posted by Martin Gill on October 16, 2012
I had the pleasure of presenting an evolution of our Agile Commerce research last week at the Internet Retailing conference in London. It was an interesting event on a number of fronts, but my key take-away from the event was a very positive one.
eBusiness executives in Europe have definitely woken up to the Agile Commerce message.
We can’t claim all the credit at Forrester, but I definitely got the feeling from listening to my fellow panelists on the Customer track present their stories that they were in the same place as we are now, at least in terms of strategic intent, if not yet in execution:
I'll be speaking more on the subject of how to implement cross touchpoint customer journeys next month in London at the Forrester Outside In Forum EMEA, November 6-7. Or join my colleagues in the US at the Forrester Customer Experience Forum West to learn more about Outside In, November 14-15 in Los Angeles.
And it’s not just the retailers presenting that are heralding a multichannel future. Many of the vendors were proudly displaying their in-store offerings, from iPad kiosks to full blown 42” touch screen wizardry, and with many of the questions from the audience probing how to develop in-store digital experiences and questioning the future of the retail store, my suspicion is that we will see a lot more in-store technology beginning to appear in 2013.
The challenge that many of these brands still collectively face is that while the eBusiness teams may “get it”, in most cases the C-Suite still needs a wakeup call. There are a few rare exceptions, like Best Buy / Carphone Warehouse CEO Andrew Harrison, who described his multichannel epiphany in one of the keynote sessions. But in general, the challenge now is not one of convincing the eBusiness team that they