etailment WIEN 2015 - Michelle Beeson (Forester Research) "Get ready for a multi-touchpoint retail...
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Transcript of etailment WIEN 2015 - Michelle Beeson (Forester Research) "Get ready for a multi-touchpoint retail...
© 2015 Forrester Research, Inc. Reproduction Prohibited 2
We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
Get Ready for a Multi-touchpoint
Retail Future Michelle Beeson, Analyst
February, 2015
point of origin - Authorized Forrester Research Partner www.pointoforigin.at
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Transform
the customer
experience
Embrace
the mobile
mind shift
Become
a digital
business
Age of the
Customer
Turn big data
into business
insights
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Transform
the customer
experience
Age of the
Customer
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Consumers are adopting new connective technology — and will continue to do so
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report
Forrester’s Retail Segmentation
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
28% 28% 29% 31% 29% 35% 37%
25% 19%
30% 23% 28% 27% 28%
23% 31%
20% 30% 25% 25% 21%
5% 5% 4% 3% 4%
2% 4% 20% 18% 17% 14% 13% 11% 10% Super-Shoppers
Mobile Shoppers
Traditional WebShoppers
Researchers
Holdouts
Base: 17,522 EU-7 online adults (18+) (percentages may not total 100 because of rounding);
Source: European Technographics® Online Benchmark Survey, 2013
Multi-touchpoint shopping is emerging across Europe
Western European
online retail sales
2013 to 2018 CGAR:
12%
Source: May 29, 2014, “European Online Retail Forecast: 2013 To 2018” Forrester report
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Embrace
the mobile
mind shift
Age of the
Customer
61% of European online adults go online
several times a day
Source: European ConsumerTechnographics Online Benchmark Survey, 2014 , BASE: European Online adults 16+
And 57% of European mobile users
access the mobile internet on a daily
basis.
Source: European ConsumerTechnographics Online Benchmark Survey, 2014 , BASE: EU7 Online adults 16+ who
use a mobile
The Mobile Mind Shift
The expectation that I can get what I
want in my immediate context and
moments of need
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Hilton’s app meets customer mobile
moments across a customer journey
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Source: February 11, 2014, “You Are Here: Location Analytics And The Rebirth Of Customer Experience” Forrester
report
Location technologies enable location-based analytics
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Become
a digital
business
Age of the
Customer
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Digital Customer Experience
Digital Operational Excellence
Customer
Enterprise
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Age of the
Customer
Turn big data
into business
insights
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Superdry is focused on data analytics to
track customer engagement across devices
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Migrate towards customer-centricity
Cross functional
project teams
Customer journey
ownership
Customer centric
organisation
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Prioritize your action
Extend to
enhance
Redesign
or
reconsider
Avoid
for now
Just
do it
Benefit to
your
customer
Value to you
Thank you
forrester.com
Michelle Beeson, Analyst
+44. (0)207.323.7677
point of origin - Authorized Forrester Research Partner www.pointoforigin.at