AMERICAS (N=148) Expected Difficulty Achieving Goals EMEA (N=107) APAC (N=71) Responding to changing consumer expectations 72% Responding to changing consumer expectations 77% Responding to changing consumer expectations 73% Improving customer insights 64% Attracting new customers 66% Improving customer insights 70% Personalizing the customer experience 64% Improving customer insights 63% Integrating online and in-store experiences 66% Building stronger brand loyalty/retention 53% Personalizing the customer experience 57% Attracting new customers 57% Increasing brand awareness 46% Understanding changing market dynamics 44% Understanding changing market dynamics 42% Attracting new customers 50% Building stronger brand loyalty/retention 54% Building stronger brand loyalty/retention 48% Understanding changing market dynamics 44% Increasing brand awareness 40% Increasing brand awareness 36% Integrating online and in-store experiences 66% Integrating online and in-store experiences 67% Personalizing the customer experience 70% However, For Many Brands, Achieving These Goals Will Be Difficult Retail leaders report the biggest challenge they will face is responding to changing consumer expectations. 7 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6 Base: 326 B2C strategy decision-makers in the retail industry in the Americas, Europe, the Middle East, and APAC Note: Showing “Very challenging” and “Challenging” responses Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, March 2024
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