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Europe, mobile and in-store digital head retailers’ priorities in 2013: report

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Selling to Europe, taking online technology into store, and mobile commerce head the list of retailers’ priorities in 2013, according to a new report.

Forrester’s Martin Gill says in European online retail: five trends to watch in 2013 that online retailers looking for growth this year will turn to new markets close to home while also improving their existing mix of touchpoints.

Gill, principal analyst serving e-business and channel strategy professionals at Forrester, says that the strength of the dollar against the pound and euro have meant fewer people are now buying from the United States. But at the same time new global opportunities are opening up for retailers, with cross-border trade into Europe a priority.

Meanwhile, Gill argues that retailers must start to think of mobile commerce as mainstream – and not an optional extra, and says that European retailers are now demonstrating new interest in connecting their stores to their online presence through multichannel strategies.

“Consumers are keen to use their mobiles to help them shop, and eBusiness executives with no mobile strategy are looking increasingly behind the curve,” he said. “Those who have taken the first steps to mobile- optimize their sites need to be thinking bigger and more strategically to develop value, adding mobile experiences that aren’t standalone but that enhance other touchpoints.”

More about the report can be found here.



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