‘European Cross-Channel Retail Sales Forecast, 2015 To 2020: Measuring The Influence Of Your Digital Assets Offline’ – Forrester
Michelle Beeson says, “Europe’s eBusiness professionals are increasingly focused on their digital presence, and with good reason. Digital touchpoints are feeding into almost every stage of the customer life-cycle. For many retailers over half of all online traffic comes from mobile devices, like smartphones – yet, smartphone conversion rates are considerably lower. Initially this may appear as a cause for concern. But Forrester’s updated European Cross-Channel Retail Sales Forecast sheds a different light on this phenomenon by quantifying the influence of digital touchpoints, including mobile, on overall sales, both online and offline.
eBusiness leaders must consider their digital assets as part of the whole customer-lifecycle, rather than simply channel by channel“.
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