etailment wien 2015 - michelle beeson (forester research) "get ready for a multi-touchpoint...
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© 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
Empowered customers give rise to a
new era
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
?
© 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
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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
€5
€1
For every €1 spent
online . . .
. . . €5 is spent in-store
following online research.
© 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
© 2015 Forrester Research, Inc. Reproduction Prohibited
The always addressable customer
The Mobile Mind Shift
The expectation that I can get what I
want in my immediate context and
moments of need
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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
But mobile isn’t the only way to leverage
digital within the store
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Become
a digital
business
Age of the
Customer
Burberry creates a digitally enhanced
store experience using RFID tags
© 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
So what do you do?
Mobile is your new battleground
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
Master mobile moments
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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