2025年全球零售新趋势_连接购物者与智能零售的未来_38页_6mb

Connected Shoppers Report Summary

Core Content

The Connected Shoppers Report (Sixth Edition) provides insights into the evolving landscape of retail, focusing on the integration of AI agents, the transformation of physical stores, and the rise of unified commerce. It is based on surveys of 8,350 shoppers and 1,700 retail industry decision-makers across 21 countries on five continents.

Main Points

1. Physical Stores Remain Essential

• Physical stores are evolving into experience hubs and fulfillment centers, bridging the gap between online and in-store shopping.
• Shoppers expect to touch and feel products, get immediate access, and avoid shipping fees.
• 41% of shoppers expect to purchase 45% in 2024, with a projected decline to 41% in 2026.
• Over half of shoppers have used store-based fulfillment options like in-store pickup or delivery from stores.
• 59% of retailers offer in-store services such as customization and repairs.
• 46% provide dedicated spaces for events and community gatherings.

2. Unified Commerce is a Strategic Priority

• Unified commerce is seen as a critical initiative for retailers, aiming to connect all retail operations on a single platform.
• 88% of retailers believe unified commerce is very important or critical to their business objectives.
• Only 15% have fully realized the benefits of unified commerce.
• 90% of retailers have unified commerce initiatives underway.
• Top Benefits: Enhanced AI capabilities, increased associate productivity, operational efficiency, and better inventory management.
• Top Challenges: High implementation costs (43%), limited IT resources (40%), store-to-digital integration complexity (39%), and data migration issues (38%).

3. AI Agents are Transforming Retail

• AI agents are becoming a key innovation in the retail industry, capable of performing tasks autonomously.
• 75% of retailers believe AI agents will be essential for a competitive edge by 2026.
• 84% of retailers are already using AI, and 74% plan to increase AI investments.
• 89% of retailers expect a return on their AI investments.
• Top AI Use Cases: Customer service, marketing, inventory management, and training.
• Shopper Interest: Shoppers are most interested in AI agents that optimize loyalty points, provide faster customer service, and assist with returns and exchanges.
• Trust Factors: Data privacy, control over AI usage, transparency, and the availability of human backup are key to building trust in AI agents.

4. Shoppers are Shifting to Digital Channels

• 53% of shoppers discover products on social media, up from 46% in 2023.
• 25% buy through social media, and 16% via messaging apps.
• Top Reasons for Using Social Media: Exclusive discounts, user-generated reviews, and product demonstrations.
• Gen Z leads in using AI for product discovery, with 40% using TikTok for shopping compared to 4% of baby boomers.
• Mobile Use in Stores: Younger shoppers are more likely to use mobile for in-store activities like checkout and ordering from competing retailers.

5. Challenges in Retail Technology and Processes

• Store associates face technological complexity, with an average of 16 systems to master, up from 12 in 2023.
• Only 17% of store associates have access to a unified view of customer data.
• High operational costs and disconnected systems are major barriers to AI and unified commerce adoption.

Key Information

• AI Adoption: AI is transforming retail, with 84% of retailers using it and 74% increasing AI investments.
• Unified Commerce: Retailers are actively pursuing unified commerce to integrate all operations, but only 15% have fully realized its value.
• Shopper Trust in AI: Shoppers value data privacy, control, and transparency in AI interactions.
• Future Retail Trends: Retailers plan to invest in technologies like augmented reality and virtual stylists to enhance in-store experiences.
• Loyalty Programs: 84% of loyalty program members say the programs make them more likely to repurchase.

Conclusion

The report highlights that the retail industry is undergoing significant transformation, driven by AI agents, unified commerce, and evolving shopper expectations. Retailers are adapting to meet these changes, but they face challenges in implementation, integration, and maintaining shopper trust. The future of retail lies in creating seamless, connected, and personalized experiences that blend physical and digital channels.