etailment WIEN 2015 - Michelle Beeson (Forester Research) "Get ready for a multi-touchpoint retail future"

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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

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?

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Transform

the customer

experience

Embrace

the mobile

mind shift

Become

a digital

business

Age of the

Customer

Turn big data

into business

insights

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Transform

the customer

experience

Age of the

Customer

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Consumers are adopting new connective technology — and will continue to do so

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

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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.

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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

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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

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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

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Become

a digital

business

Age of the

Customer

Burberry creates a digitally enhanced

store experience using RFID tags

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Digital Customer Experience

Digital Operational Excellence

Customer

Enterprise

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Age of the

Customer

Turn big data

into business

insights

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Superdry is focused on data analytics to

track customer engagement across devices

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Migrate towards customer-centricity

Cross functional

project teams

Customer journey

ownership

Customer centric

organisation

So what do you do?

Mobile is your new battleground

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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

[email protected]

point of origin - Authorized Forrester Research Partner www.pointoforigin.at