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Hyper-connected shoppers are rewriting the rules of commerce. Consumers view their
mobile devices as trusted advisors while shopping in-store. They expect to get the information
or services they want in-aisle, especially via their mobile devices whether validating the prices
and information they find in-store or buying from a competitors website (see Figure 1). As Johnna
Marcus, senior director of Sephoras Innovation Lab, observed some years ago at a Shop.org
event, You never want your store associates to have less information than your customers. For
many retailers, the first step is equipping stores and associates with the technologies that will
deliver improved experiences and services.
In the past three months, what did you do when you researched products/
services on your mobile phone while shopping in a physical store?
48%
Compared prices
41%
37%
36%
28%
27%
24%
24%
Base: 1,225 US online adults (18+) who researched products online on a smartphone
Note: Not all response options are shown.
Source: Forresters Consumer Technographics North American Retail And Travel Online Benchmark
Recontact Survey 1, Q3 2016 (US)
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
Plan and evangelize your digital store transformation. Within the playbook, we cover the
process of digital store transformation and map stakeholder responsibilities and objectives. We
also set you up for success in communicating your strategic vision and implementing effective
plans throughout your organization.
Act with agility and test as you go. Digital store transformation requires a visionary leader who
can rally senior executives to support these initiatives. However, this leader must also be able
to execute and prove value to the organization, including making decisions on the technologies
needed for success. Forresters in-depth TechRadar analysis guides retailers on the tools and
technologies that power the digital store, as well as the people and processes needed to use those
tools at their full potential.
Optimize functionality to incorporate evolving customer demand. To successfully embrace the
complexity that store technology presents to the sales and service experience, retailers must have
a deep understanding of its impact on the customer. We provide consumer data and benchmarking
information to help you stay ahead of customers needs and expectations.
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2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
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Supplemental Material
Survey Methodology
Forresters Consumer Technographics North American Retail And Travel Online Benchmark
Recontact Survey 1, Q3 2016 (US) was fielded in May and June 2016. This online survey included
4,400 respondents in the US between the ages of 18 and 88. For results based on a randomly chosen
sample of this size, there is 95% confidence that the results have a statistical precision of plus or minus
1.5% of what they would be if the entire population of US online adults (defined as those online weekly
or more often) had been surveyed.
Forrester weighted the data by age, gender, income, and region to demographically represent the US
online adult population. The survey sample size, when weighted, was 4,399. (Note: Weighted sample
sizes can be different from the actual number of respondents to account for individuals generally
underrepresented in online panels.) Lightspeed Research fielded this survey on behalf of Forrester.
Survey respondent incentives include points redeemable for gift certificates.
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
Endnotes
The age of the customer is here. Weve entered an era of destabilizing and erratic supply-and-demand imbalances
across the global economy. Empowered by technology, customers have more leverage than ever before. Companies
must respond by becoming customer-obsessed. Transforming customer experience is one of the four market
imperatives necessary to drive the shift to a customer-obsessed company. For the other three market imperatives and
more on the importance of customer experience, see the Forrester report Winning In The Age Of The Customer.
To read more about the relationship between customer experience and business success, please see the Forrester
report Customer Experience Drives Revenue Growth, 2016.
Source: Forrester Data Mobile, Smartphone, And Tablet Forecast 2016 To 2021 (Global) and Forresters Consumer
Technographics North American Online Benchmark Survey (Part 1), 2016.
Source: Forresters Consumer Technographics 2002 North American Benchmark Study and Forresters North
American Consumer Technographics Consumer Technology Survey, 2015.
Customers have changed in measurable ways. To learn more about how evolutions in customer behaviors and
attitudes are manifesting themselves, as well as the level of urgency with which brands must move toward customer
obsession, see the Forrester report The Rise Of The Empowered Customer.
Source: Forresters Consumer Technographics North American Retail And Travel Online Benchmark Recontact Survey
1, Q3 2016 (US) and Forresters North American Consumer Technographics Retail Online Benchmark Recontact
Survey, 2014.
eBusiness leaders have a lot to offer retail store executives as they embark on injecting digital commerce technology
into the physical store. Retail stores have been living in the analytical dark ages in comparison to digital channels,
relegated to measurement techniques that rarely take into account customer behavior. However, advances in locationbased analytics technologies are transforming how retailers win, serve, and retain customers within the physical store.
For more on the key metrics that retail store analytics will unleash and the challenges retailers face in transforming
their physical stores, see the Forrester report Analyze This: Web Style Analytics Enters The Retail Store.
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
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