1. Michelle Beeson, Analyst
Webinar Introducing The New Retail Segmentation: Making Sense Of Emerging Patterns Of MultiTouchpoint Shopping
Michelle Beeson, Analyst
May 1, Call in at 10:55 a.m. Eastern time

2. Agenda Introducing Forrester’s retail segmentation
Definitions
Methodology
Emerging patterns of multitouchpoint shopping across markets
Researchers and Holdouts
Traditional Web Shoppers
Mobile Shoppers and Super-Shoppers
Key takeaways

3. Traditionally we would think of people going online from their laptops or desktop computers
Image source:

4. Increasing number of devices and touchpoints available to consumers4
Source: September 26, 2012, “The Always Addressable Customer” Forrester report

5. Introducing Forrester’s Retail Segmentation
By 2017, there will be 2.34 billion smartphones in the world.
Source: February 11, 2013, “Forrester Research World Smartphone Adoption Forecast, 2012 To 2017 (Global)” Forrester report

6. By 2018, nearly half of EU-7 eCommerce sales will take place on tablets and mobile phones.
Source: December 4, 2013, “Forrester Research Mobile And Tablet Commerce Forecast, 2013 To 2018 (EU-7)” Forrester report

7. Digital touchpoints and devices play a key role in influencing purchase decisions, even if the financial transaction is then offline.

8. And what will be the next digital touchpoint to enable along the customer journey?

9. Engaging the perpetually connected consumer across touchpoints
Source: March 26, 2013, “Manage The Cross-Touchpoint Customer Journey” Forrester report

10. Introducing Forrester’s retail segmentation
Segment definitions and methodology

11. Forrester’s new retail segmentation
Is global and compares shopping behavior across markets,
Recognizes a continuum of shopping behavior, identifying dominant behaviors
Identifies increasingly sophisticated multitouchpoint shopping behavior
                          

12. Forrester’s global retail segmentation framework
Super Shoppers
Regularly buy online through traditional devices and also mobile or portable devices
Mobile Shoppers
Regularly buy online using only mobile devices including feature phones, smartphones and tablets
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop
Researchers
Regularly research online but do not yet regularly buy online through any devices
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

13. Forrester’s global retail segmentation framework
Super Shoppers
Regularly buy online through traditional devices and also mobile or portable devices
Mobile Shoppers
Regularly buy online using only mobile devices including feature phones, smartphones and tablets
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

14. Forrester’s global retail segmentation framework
Super Shoppers
Regularly buy online through traditional devices and also mobile or portable devices
Mobile Shoppers
Regularly buy online using only mobile devices including feature phones, smartphones and tablets
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

15. Forrester’s global retail segmentation framework
Super Shoppers
Regularly buy online through traditional devices and also mobile or portable devices
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

16. Forrester’s global retail segmentation framework
Super- Shoppers
Regularly buy online through traditional devices, and also through mobile or portable devices.
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

17. Forrester’s global retail segmentation framework
Super- Shoppers
Regularly buy online through traditional devices, and also through mobile or portable devices.
Regularly buy through digital touchpoint(s)
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Do not regularly buy through digital
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

18. Globally, shoppers turn to very different touchpoints to shop online
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

19. Europeans use digital touchpoints to shop, yet still the majority do not buy online
45% regularly buy through digital touchpoint(s)
55% Do not regularly buy through digital touchpoint(s)
Base: 17,522 EU-7 online adults (18+) (percentages may not total 100 because of rounding); Source: European Technographics® Online Benchmark Survey, 2013

20. Emerging patterns of multitouchpoint shopping
Researchers and Holdouts

21. Researchers and Holdouts
Super- Shoppers
Regularly buy online through traditional devices, and also through mobile or portable devices.
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

22. Trust in delivery services, security of financial details online and seeing a product in person are road blocks to online purchase.

23. Sweden and France have the greatest proportion of consumers who do not regularly buy digitally
Do not regularly buy through digital touchpoint(s)
Base: 17,522 EU-7 online adults (18+) (percentages may not total 100 because of rounding); Source: European Technographics® Online Benchmark Survey, 2013

24. Swedish department store chain Åhléns has no eCommerce function on its website
Source: April 8, 2014, “European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping” Forrester report

25. French online retailer Spartoo uses payment alternatives bypass the need to share financial details
Source: April 8, 2014, “European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping” Forrester report

26. Italian online retailer ePrice provides a delivery and payment alternative through its pick & pay service.
Source: ePrice (

27. Emerging patterns of multitouchpoint shopping
Traditional Web Shoppers

28. Traditional Web Shoppers
Super- Shoppers
Regularly buy online through traditional devices, and also through mobile or portable devices.
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

29. Web shopping is mainstream across Europe
In the UK, 53% regularly buy through digital touchpoint(s)
Base: 17,522 EU-7 online adults (18+) (percentages may not total 100 because of rounding); Source: European Technographics® Online Benchmark Survey, 2013

30. Web sales will continue to grow in Europe
€ million
Source: March 25, 2013, “Forrester Research Online Retail Forecast, 2012 To 2017 (Western Europe)” Forrester report

31. UK fashion retailer Next increases convenience and immediacy for online orders by providing next-day collect-in-store for online orders.
Source: Next (

32. Dutch online retailer Wehkamp deploys a range of techniques, using analytics and customer insight to constantly fine-tune its web presence and drive relevant shopping experiences
Source: Wehkamp (

33. Emerging patterns of multitouchpoint shopping
Mobile Shoppers and Super-Shoppers

34. Mobile Shoppers and Super-Shoppers
Regularly buy online through traditional devices, and also through mobile or portable devices.
Mobile Shoppers
Regularly buy online using only mobile devices, including feature phones, smartphones, and tablets.
Traditional Web Shoppers
Regularly buy online through “traditional” devices — browser-based desktop or laptop.
Researchers
Regularly research online, but do not yet regularly buy online through any devices.
Holdouts
Don’t regularly research or buy online through any devices.
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

35. By 2015, Shop Direct, an online retail group in the UK, expects every transaction to involve a mobile device at some point in the customer journey.

36. Italy and Spain leapfrog traditional web shopping to become Super-Shoppers
Base: 17,522 EU-7 online adults (18+) (percentages may not total 100 because of rounding); Source: European Technographics® Online Benchmark Survey, 2013

37. Daily deals attract super shoppers in Italy
Daily deals attract super shoppers in Italy. SaldiPrivati’s mobile app provides sales alerts to take advantage of daily deals no matter the location
Source:

38. Over a three-month period, 24% of Spanish mobile phone users used their phones to research a product, which was the highest proportion of any European market.
Source: European Technographics® Retail Survey, 2013

39. Zara’s smartphone app supports multiple stages of the customer journey
Source: April 8, 2014, “European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping” Forrester report

40. Key takeaways

41. Understand your end-to-end customer journey
Source: January 29, 2014, “Introducing The Global Retail Segmentation” Forrester report

42. Support seamless transitions between touchpoints customer choose to use.

43. Mobile is the glue.

44. Remember the influence of digital on the overall shopping experience
Source: March 26, 2013, “Manage The Cross-Touchpoint Customer Journey” Forrester report

45. How can Forrester help? Selected Forrester Research
April 8, 2014, “European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping
January 29, 2014, “Introducing The Global Retail Segmentation”
Data
The Retail Segmentation framework is embedded in Forrester's global Technographics® benchmark surveys and is available in more detail on a country- by-country basis to Technographics customers.

46. Michelle Beeson
+44 (0)
@MbeesonBeeson