连接购物者报告（第六版）

What You’ll Findin This Report For the sixth edition of the “Connected Shoppers” report,Salesforce surveyed 8,350 shoppers and 1,700 retail •Transform the role of the physical store•Connect seamlessly with shoppers wherever they are Due to rounding, not all percentage totals in this reportsum to 100%. All comparison calculations are made from Data in this report are from two double-anonymoussurveys conducted from November 27 through December26, 2024. Respondents represent 21 countries across fivecontinents. All respondents are third-party panelists. For Contents Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .04Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .05Chapter 1:Stores' Evolving Roles Enhance the Shoppers' Journey. . . . . . . . . . . . . . . . . . . . . . . . . .07Chapter 2:Unified Commerce Brings Opportunities and Challenges. . . . . . . . . . . . . . . . . . . . . . .14 Executive Summary Retail is transforming as AI agentsemerge as the newest innovationin the artificial intelligence (AI) age.Agents can function as scalable digital Stores' Evolving Roles Enhance the Shoppers' Journey While digital channels multiply and social commerce gains momentum,physical stores take on expanding roles as experience hubs andfulfillment centers that bridge digital and physical shopping journeys. Unified Commerce Brings Opportunities and Challenges To enable this new wave of innovationand efficiency, retailers are breakingdown data silos and replacing legacy Companies are working to connect online and offline experiencesto understand shoppers and serve them seamlessly across channels.Retailers are upgrading systems and empowering store associates to These strategic improvements enableseamless, connected shoppingexperiences that position retailers to AI Agents Poised to Redefine Retail The newest iteration of AI — AI agents — greatly expands the tech-nology's impact by independently responding to customer inquiries,managing inventory, and more.Seventy-five percent of retailers say Rewards Programs Put a Check on Declining Shopper Loyalty04 Brand loyalty can be fleeting, especially among younger shoppers.Companies are responding by reimagining customer service and refining Introduction S A L E S F O R C E Introduction: AI Agents andUnified Commerce Retailers Balance Strategic Priorities as Cost Pressures Mount Top Retail Industry Challenges What happens when competition intensifiesamid rising operating and customeracquisition costs? For retailers, it adds up to As retailers grapple with these and otherheadwinds, they view digital transformation —especially from AI and unified commerce — as Retailers view leveraging AI astheir #1 opportunity. 01 Stores' EvolvingRoles Enhancethe Shoppers' S A L E S F O R C E Channel ShiftsSignal an Evolving 01 Physical Stores Remain Crucial Despite Digital’s Growth Physical store purchase volume is decreasingas shopping spreads across a growing array of Despite this, in-store shopping remainscrucial due to its unique, irreplaceablebenefits — such as the ability to touch and feel The growth of digital commerce isn't creatinga single winner. Instead, online marketplaces,retailer websites, brand websites, and S A L E S F O R C E Retailers MeetShoppers at 01 In addition to shopping in traditional retailspaces, consumers’ journeys are extending Discovery 53%Social media23%Influencers21%Messaging app17%Live-stream video13%Blogs When retailers meet consumers in theireveryday digital environments, socialmedia can be a powerful force. Over half of The journey continues through purchasing,where 25% of shoppers buy through socialmedia and 16% via messaging apps. Even Spotlight:Social Media forProduct Discovery Shoppers Lean into Social Platforms Generational Use of Social Platforms for Product Discovery Social platforms have evolved into dynamicspaces for brand interaction and commerce, Fifty-three percent of shoppersdiscover products on social YouTube is the most popular social platform forproduct discovery, followed closely by Instagramand Facebook. Generation plays a key role Consumers of all generations flock to socialmedia for exclusive deals, user-generated Exclusive discounts or promotionsUser-generated reviews and recommendationsAbility to see products in useFriend recommendations or sharesDirect communication with brands and retailers12345 In-StoreComplements While digital commerce channels proliferate,physical stores are evolving to offer experiencesand services that can’t be replicated online. Retailers are transforming stores todeliver elevated retail experiences: 59% now offer in-store services like Looking ahead, retailers plan furtherinvestments in technologies and servicesto enhance the in-person shopping S A L E S F O