2025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) by Salesforce provides insights into the evolving retail landscape, focusing on the integration of physical and digital shopping experiences, the role of AI agents, and the transformation of loyalty programs and customer service.

Key Findings

1. Shoppers' Journey is Evolving

• Physical Stores Remain Crucial: Despite the rise of digital commerce, physical stores continue to play a vital role in the shopping journey. Shoppers value the ability to touch and feel products, immediate availability, and in-store discounts.
• Omnichannel Fulfillment: Over half of shoppers have used store-based fulfillment, such as in-store pickup or delivery from stores. Physical stores are becoming fulfillment hubs that support flexible shopping.
• Mobile Integration: In-store mobile use is increasing, with younger generations leading the trend. Mobile apps are used for checkout, product research, and even ordering from competing retailers while in-store.

2. Unified Commerce: A Strategic Priority

• Omnichannel Integration: Retailers are investing in unified commerce to create seamless experiences across all channels. Nearly all retailers (90%) have unified commerce initiatives underway.
• Challenges Remain: While the goal is to integrate front- and back-end operations, only 15% have fully realized the benefits. Common challenges include high implementation costs, limited IT expertise, and complex store-to-digital integration.
• Benefits of Unified Commerce: Includes improved AI capabilities, increased store associate productivity, and better inventory and order management.

3. AI Agents: The Future of Retail

• AI Adoption is Widespread: 84% of retailers are using AI, and 74% are increasing their AI investments. AI is seen as a key driver of innovation and efficiency.
• AI Agent Use Cases: Include customer service, inventory management, marketing automation, and store associate training. AI is also being used for personalized recommendations and purchase assistance.
• Shopper Trust in AI: Shoppers are interested in AI agents for tasks like loyalty program optimization, faster customer service, and secure product purchases. Trust is influenced by data privacy, control over AI usage, and transparency.
• Generational Differences: Gen Z and millennials are more likely to use AI for shopping than older generations, indicating a shift in consumer behavior and expectations.

4. Loyalty Programs and Shopper Retention

• Loyalty Programs Matter: 84% of loyalty members say programs make them more likely to repurchase. Retailers are reimagining rewards to build stronger loyalty.
• Loyalty Beyond Points: Retailers are exploring new ways to enhance loyalty, such as personalized experiences and value-added services, rather than relying solely on points-based systems.

Main Trends

• Digital and Physical Integration: Retailers are moving toward unified commerce to bridge the gap between online and offline shopping, creating a more cohesive customer experience.
• AI-Driven Transformation: AI is reshaping retail operations, from customer service to inventory management, with a focus on automation and efficiency.
• Shift in Consumer Behavior: Shoppers are increasingly using social media and mobile devices for product discovery, purchasing, and service, driving the need for more connected retail strategies.

Summary of Survey Data

• Sample Size: 8,350 shoppers and 1,700 retail decision-makers surveyed globally.
• Geographic Coverage: 21 countries across five continents.
• Key Challenges: High costs, disconnected systems, data migration, and lack of expertise.
• Key Opportunities: AI adoption, unified commerce, improved customer service, and enhanced loyalty programs.

Conclusion

The report highlights the critical role of AI agents and unified commerce in redefining the retail experience. As shoppers become more connected and tech-savvy, retailers must adapt by integrating digital and physical channels, improving data systems, and enhancing customer engagement through AI-driven solutions. The future of retail lies in creating seamless, personalized, and secure shopping experiences that meet the evolving needs of consumers.