The State of Retailing Online 2019
Developed in partnership with Forrester Research, the annual State of Retailing Online report provides an overview of metrics from the previous year as well as retailers’ key priorities, investments and challenges for this year. For the first time, the report also details retailers’ challenges and strategies surrounding personalization.
Top Findings from the SORO report
Omnichannel Still Work in Progress – Mobile Dominating
Social Marketing Surpassing Search?
Retailers Report Mixed Performance In Stores And Online
“The State Of Retailing Online” is an annual survey conducted by the National Retail Federation (NRF). The survey examines retailer and digital business professional attitudes and focus areas for critical digital commerce issues. Some notable additions to this year’s survey are several questions related to
omnichannel fulfillment and personalization. We conducted the survey for the 2019 study in Q4 2018 and received 69 complete and partial responses from retailers. Respondents in this annual survey were (see Figure 1):
› › Split between pure plays and store-based merchants. Fifty-five percent of survey respondents were employees of traditional brick-and-mortar retailers with web divisions or branded manufacturers with largely wholesale businesses. Another 45% were pure plays or online retailers.
› › Large retailers. Most of the survey respondents were employees of relatively large retail companies. Sixty six percent of respondents were at companies that generate more than $500 million in revenue annually, and 43% of the respondents’ companies make over $1 billion in revenue.
› › Senior executives with marketing or eCommerce. Fifty-nine percent of respondents were at the VP level or above in their organization. Another 23% described themselves as C-suite leaders. Additionally, 48% of respondents were part of their company’s eCommerce or marketing teams (see Figure 2).