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OpenTHIRD EDITIONExploring the edge of shopping through the behaviors and expectations of over 10,000 global consumersCONNECTEDSHOPPERSREPORT2,504xxxxxxxxx1,0004,6082,502Connected Shoppers ReportSalesforce Research2For this third edition of the “Connected Shoppers Report,“ Salesforce Research surveyed over 10,000 consumers worldwide to discover: How retailers, brands, and online marketplaces differentiate in a crowded retail landscape What drives shopper loyalty How retailers can compete as shopping moves to emerging digital purchase points The evolving role of the physical store How shoppers will browse and buy during the 2019 holiday seasonData in this report is from a blind survey conducted June 14July 2, 2019, that generated 10,614 responses. Survey respondents are from Asia Pacific, Europe, North America, Latin America, the Middle East, and Africa. All respondents are third-party panelists (not limited to Salesforce customers). See page 47 for detailed respondent demographics.Due to rounding, not all percentage totals in this report equal 100%. All comparisons are made from rounded numbers.About This ReportSalesforce Research provides data-driven insights to help businesses transform how they drive customer success. Browse all reports at salesforce/research.OpenConnected Shoppers ReportSalesforce Research3Throughout this report, we analyze trends impacting the following types of sellers:RetailersCompanies that sell goods from multiple brands, such as Walmart, Woolworths, Tesco, or CarrefourBrandsCompanies that manufacture and sell products under the same name, such as Nike, Apple, UNIQLO, or SamsungOnline marketplacesWebsites that sell goods from multiple brands, retailers, and individual sellers, such as Amazon, eBay, Alibaba, or EtsyWe also examine survey results across four generations of customers: Silents/baby boomers: born 19201964 Gen Xers: born 19651980 Millennials: born 19811996 Gen Zers: born 19972001About This ReportConnected Shoppers ReportSalesforce Research4ContentsExecutive Summary .5Retailers, Brands, and Online Marketplaces Battle for Wallet Share .6Shopping Evolves as Consumers Define New Terms of Engagement .9Shopper Journeys Move to the Edge . 12Stores Remain Critical for Discovery, Experience, and Fulfillment .16Spotlight: 2019 Holiday Shopping .21Last Look: Trust and Sustainability Increasingly Drive the Path to Purchase . 23Country Profiles . 25Survey Demographics . 4601020304Connected Shoppers ReportSalesforce Research5To anyone paying attention, its no surprise that retail is in the midst of a revolution.But the story of retail transformation cant be boiled down to stores versus ecommerce. To win sales let alone loyalty retailers, brands, and online marketplaces must understand and navigate an increasingly complex ecosystem of consumer expectations, preferences, and channels that are anything but static.Executive Summary01Retailers, Brands, and Online Marketplaces Battle for Wallet Share(See page 6) Online marketplaces play an outsize role in digital shopping, but retailers and brands have become formidable competitors. Still, shoppers oscillate among their various options depending on context. Eighty-six percent of consumers buy from retailers, brands, and online marketplaces.Shopping Evolves as Consumers Define New Terms of Engagement(See page 9) 02To stand out in a crowded landscape, retailers are challenged to differentiate the experiences they offer across a wide spectrum of shopping activities. Sixty-one percent of Gen Z consumers are more likely to buy from brands and retailers that offer exclusive shopping events.Shopper Journeys Move to the Edge(See page 12) 03The old retail paradigm of pulling consumers to brand properties has been flipped on its head. Brands are expanding their reach to meet shoppers wherever they are, at the edge of traditional retail spheres. Nine percent of online purchases take place on emerging digital channels like voice and social media.Stores Remain Critical for Discovery, Experience, and Fulfillment(See page 16) 04Even in a retail landscape where ecommerce is a rising star, physical stores remain critical. Rather than functioning solely as points of sale, stores now have multifaceted roles that bridge online and offline worlds while offering differentiated experiences. Eighty-one percent of shoppers still discover and evaluate new products in-store.The holiday season remains a make-or-break time of year for retailers and brands. Refined digital engagement across mobile, social, and other digital channels will be critical, but traditional ways of attracting shoppers remain important. Shoppers say sales or promotion codes are the number one factor influencing their holiday purchases.Spotlight: 2019 Holiday Shopping(See page 21) Connected Shoppers ReportSalesforce Research6In an era of constant connectivity, hyper-personalized engagement, and products catered to increasingly niche segments, shopping today looks nothing like its former self. Amid monumental shifts in business and operating models all enabled by digital transformation consumers increasingly rely on the following digital channels for browsing and buying: Retailers websites and apps from the likes of Walmart, Carrefour, and Woolworths command more than a quarter (26%) of online sales As direct-to-consumer (D2C) business models take off, websites or apps from brands like Tory Burch, Columbia, and Shiseido take credit for nearly one-fifth (18%) of online shopping Online marketplaces such as Amazon, eBay, and Alibaba represent almost half (47%) of online shoppingIn a time when “buy now” buttons beckon wherever shoppers go online, other digital channels cant be ignored: WeChat, Instagram, Pinterest, and other emerging touchpoints for transactions now garner 9% of online purchases.01 Retailers, Brands, and Online Marketplaces Battle for Wallet ShareONLINE SHOPPERS TURN TO A VARIETY OF DIGITAL STOREFRONTSDISTRIBUTION OF ONLINE PURCHASES*9%Emerging digital purchase points18%Brand website or app26%Retailer website or app47%Online marketplace* Based on average volumeConnected Shoppers ReportSalesforce Research7Eighty-six percent of shoppers buy from retailers, brands, and online marketplaces. So what makes them choose one option over another in this high-stakes battle for wallet share?1. PRICE2. SHIPPING AND FULFILLMENT OPTIONS3. PRODUCT VARIETYONLINE MARKETPLACE1. RETURN OR EXCHANGE POLICIES2. CUSTOMER SERVICE OR SUPPORT3. LOYALTY OR REWARDS PROGRAMRETAILER1. AUTHENTICITY OR QUALITY2. PRODUCT UNIQUENESS3. PRODUCT CUSTOMIZATIONBRANDWhen price is paramount or shipping and fulfillment options are prioritized, shoppers tend to buy through online marketplaces. As one-stop shops where shoppers conveniently scroll through an immense product catalog, marketplaces like Amazon also stand out thanks to their product variety.When prioritizing seamless returns and superior customer service, shoppers are most likely to turn to retailers digital storefronts. Hungry for rewards, consumers also flock to retailers loyalty programs. Offerings like the Nordy Club from Nordstrom, Targets REDcard, and CarePass from CVS promote lucrative member benefits. In a Prime world, these benefits can be key differentiators. Brands that embrace D2C selling think Glossier, Joybird, and Away win when consumers seek authenticity and quality as well as unique products that may not be available from mass retailers or marketplaces. By cutting out the middleman, brands can also sell customized products tailored to shoppers exact specifications and preferences adding another allure when the consumer evaluates available shopping options.01 Retailers, Brands, and Online Marketplaces Battle for Wallet ShareTOP REASONS FOR SHOPPING: DIFFERENT DESTINATIONS HAVE DIFFERENT ALLURESConnected Shoppers ReportSalesforce Research8Understanding why consumers choose each shopping option also requires a look at how their preferences change at different stages of the purchase journey.The First PurchaseThe physical store remains the preferred place to pick up a new product. When a shopper pops into their local Target or Tesco for a jug of milk, ample opportunity awaits in each aisle to stumble upon a new laundry detergent or soda. Stores are also the perfect place to try on new merchandise and gauge its quality with a tactile experience.Shoppers are 2.4x more likely to make a first-time purchase at a physical store than they are online. The Repeat PurchaseYet only one-quarter of shoppers return to the store to buy a product again online marketplaces are the most popular destination for product replenishment, although replenishment purchases are more evenly distributed across channels. Repeat buyers no longer need to see an item in person to verify they like it, so theyre taking advantage of a plethora of shopping destinations to get the best price and most convenient fulfillment options.SHOPPERS TURN TO DIFFERENT SOURCES FOR FIRST-TIME VS. REPEAT PURCHASES71%25%First-time purchaseRepeat purchase7%16%8%22%14%37%01 Retailers, Brands, and Online Marketplaces Battle for Wallet Share Physical store Brand website or app Retailer website or app Online marketplaceConnected Shoppers ReportSalesforce Research9Today, retail is more than a transaction at a checkout counter. Rather, it is a full spectrum of activities including research and discovery, browsing and buying, receiving service, and becoming a brand advocate. The way consumers approach this range of activities has changed significantly and become part of everyday life.Only 30% of consumers think theyre spending more time shopping now than they did a year ago, perhaps due to more frictionless experiences like mobile or one-touch payments. As the broad variety of shopping activities are further ingrained in everyday life, consumer behavior shows four key shopping transformations: Discrete to embedded: Consumers no longer need to decide “Im going shopping today.” They can shop anytime, anywhere with a tap of their finger or a voice command. Linear to fragmented: Shopping now takes place across myriad digital and physical touchpoints. Analog to digital: Stores are digitizing their offerings and, in the case of some retailers, empowering associates to deliver connected and personalized experiences. For example, Apple associates help customers with iPads and proprietary in-store apps. Product to experience: As product categories become commoditized, resonant shopping experiences like connections to animal rights causes in a Lush store or personalized serums from Kiehls are paramount.* “State of the Connected Customer,” Salesforce Research, June 2019.SHOPPING IS INCREASINGLY INGRAINED IN EVERYDAY LIFE02Shopping Evolves as Consumers Define New Terms of EngagementDiscrete Embeddedof consumers using voice assistants have ordered an item with them*Linear Fragmented47%Average number of channels customers use to communicate with companies*8Product Experienceof consumers say the experience a company provides is as important as its products*83%Analog Digitalof repeat purchases are made online75%Connected Shoppers ReportSalesforce Research10How can brands and retailers differentiate themselves in an increasingly complex landscape? Nearly eight in 10 consumers are more likely to buy from brands with a loyalty program by far the top draw for wallet share. But retailers are challenged to turn their commodified loyalty programs into truly exclusive ones. Case in point: Shinolas Foundry program cultivates a VIP club by requiring registration through associates and offering early access to new products.Special merchandise and events matter, too. More than half of shoppers are drawn to brands and retailers that offer limited-edition or customized products (54%) or exclusive shopping events (51%).These preferences are even more pronounced among younger generations. Seventy-two percent of Gen Z consumers are more likely to buy from brands or retailers selling limited-edition or customized products. Fifty-three percent say the same for unique product collaborations with artists, athletes, or celebrities.Gen Zers vs. Silents/baby boomers14x more likely to use influencers to discover and evaluate new productsLoyalty or rewards programsLimited-edition or customized products78%54%Exclusive shopping events (e.g., pop-ups)51%31%Unique product collaborationsSilents/baby boomersGen Xers Millennials Gen Zers70% 80% 84% 78%30% 54% 66% 72%35% 53% 59% 61%10% 27% 43% 53%02Shopping Evolves as Consumers Define New Terms of EngagementProducts and Experiences That Increase Likelihood to BuyDIFFERENTIATED PRODUCTS AND EXPERIENCES ATTRACT SHOPPERS“Our Spalding MVP loyalty program has helped us learn more about our best shoppers than we otherwise would. That means we can treat them as true individuals.” Matt Day, Digital Marketing & Ecommerce Manager, Spalding
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