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Posted by Michelle Beeson on April 9, 2014
Consumers are embracing an increasing number of devices and touchpoints to shop – this we know and at Forrester we call this the mobile mind shift. But eBusiness professionals still need to figure out the relative influence each touchpoint has on their customers’ shopping behavior in order to determine where to focus their efforts. Should you follow the likes of House of Fraser with a mobile first web presence? How do your customers use your digital presence for research pre-purchase?
Forrester’s new retail segmentation helps eBusiness executives answer these questions by providing a framework to map out the complex ecosystem of touchpoints and devices their customers use to shop. The segmentation identifies increasingly sophisticated multi-touchpoint shopping behaviors and helps eBusiness executives to identify critical touchpoints to create the most relevant shopping experiences for customers across markets.
Here’s how European shoppers differ:
These reports are part of an ongoing series that call out key nuances in consumer shopping behavior across markets, globally and across Europe, and share examples of how organizations are responding to create seamless cross touchpoint experiences to serve all shopper types. For more insight on how to use Forrester's European retail segmentations to understand complex customer behavior, you can read this new blog post by Martin Gill.