当今消费者关注的重点：2025年品牌与零售商的关键洞察及可行动建议

Key findings and actionable insightsfor brands and retailers A rapidly changing market, advancingtechnology enablers, and evolvingconsumer expectations has createda perfect storm of opportunity forretailers and brands in 2025. But with so much change happening atonce, how can brands and retailers knowwhere to focus their efforts to driveimpact? The answer is by understandingwhat truly matters to today’s consumer. This is the rationale and purpose of ourannual consumer research, aptly namedWhat matters to today’s consumer.Now in its fourth edition, our globalsurvey of 12,000 shoppers helps brandsand retailers understand consumerpriorities and preferences, and connecttheir strategies to meet evolving needsand behaviors. In this report summary, we presentactionable takeaways and strategies tohelp brands and retailers respond tothe tectonic shifts in the market, techlandscape, and consumer mindset. Toaccess the full report and survey results,download the reporthere. 1. Unlockchannel growth 2025 is the year when science fiction becomes shoppingreality: Gen AI tools are replacing search engines;social media platforms are shifting from interactionhubs to transaction powerhouses; and influencers—ordinary people in almost every conceivable way—haveincredible reach and sway. consumers welcome more input from retailers andbrands themselves, with more than half (53%) sayingthey want personalized in-store ads and more than two-thirds saying they notice ads on retailer website/appswhen they search for a product. The common denominator between winning thepre-shop and successfully executing ads via in-storeor online retail media networks is data-drivenpersonalization. Whether companies are creating socialcampaigns, incorporating recommendations into GenAI results, or serving up retail media network ads,retailers and brands must tap the power of their datato demonstrate that they know the customer frompast purchases and can meet their future needs on anindividual level. In this landscape, brands and retailers mustacknowledge the blurring line between browsing andbuying, and take steps to make it as easy as possibleto purchase in any channel. The so-called “pre-shop”isn’t just where interest is sparked, it’s where buyingdecisions are made and loyalty is built. Despite the continuing rise of social mediapersonalities, our research reveals that retailers andbrands still hold incredible power to influence theshopper journey. In fact, our research suggests that Key takeaways 1. Win the pre-shop As the line between browse and buy continues toblur, retailers and brands need to make it as easy aspossible for consumers to purchase in the channel oftheir choosing. 53% Gen Z and 45% millennialshoppers purchased productsvia social media 2. Become the influencer Retail media networks are an effective way ofreaching consumers and influencing purchases withrelevant and personalized ads. 70% of social media shoppers seekadvice from influencers, up from50% last year 3. Lead with data Leverage insights to provide the foundation for allactivity and inform every customer interaction. 58% replaced traditional searchengines with Gen AI tools, an 86%increase from 2023 4. Act fast Consumer behaviors are evolving faster than retailers’capabilities and investments. Companies must takeimmediate action to close the gap. 67% notice ads on retailerwebsites and apps whensearching for a product 2. Adapt tocompete Technology, particularly generative AI, is emergingas a powerful tool to create value by both reducingcosts and also driving experience enhancements. Forexample, in our report, we highlighted how Amazon isusing AI tools to enable real-time vehicle routing thatadapts to traffic, load weight, and customer requests.Zara, meanwhile, is leveraging AI-driven algorithmsto identify trends to predict popular styles, which, inturn, is enabling them to shrink design and productiontimelines. Let us be the bearer of good news: Consumers are lessworried about their financial situation in 2025 than theywere in previous years. But as with many businesses,they remain cautious about spending. We see theemergence of a more deliberate and conscientiousconsumer most clearly with the rise of private-label andlow-cost brands. At the same time, our research reveals that consumersare placing a premium on convenience, with a strongmajority valuing 10-minute and two hour-delivery, aswell as a higher willingness to pay for the service, albeitnot enough for retailers to break even or turn a profit. As retail leaders wade deeper into AI waters, we mustbe careful not to overlook other, potentially lessexpensive and more accessible technologies. The costof RFID, for example, has fallen dramatically, making ita practical solution to help with inventory managementand production planning on low-ticket products,like fresh deli items or household goods. Othertechnologies, including computer vision and sensors,offer retailers a viable way to lower labo