连接购物者报告，第6版

S A L E S F O R C E What You’ll Findin This Report For the sixth edition of the “Connected Shoppers” report,Salesforce surveyed 8,350 shoppers and 1,700 retailindustry decision-makers to learn steps companies aretaking to: •Transform the role of the physical store•Connect seamlessly with shoppers wherever they are•Use AI agents to change how they do business•Build loyalty beyond points-for-purchase programs Due to rounding, not all percentage totals in this reportsum to 100%. All comparison calculations are made fromtotal numbers (not rounded numbers). 8,350shoppers and1,700retailindustry decision-makers surveyed worldwide 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. Forfurther survey demographics, see page 35. Contents Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .04Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .05Chapter 1:Stores' Evolving Roles Enhance the Shoppers' Journey. . . . . . . . . . . . . . . . . . . . . . . . . .07Chapter 2:Unified Commerce Brings Opportunities and Challenges. . . . . . . . . . . . . . . . . . . . . . .14Chapter 3:AI Agents Poised to Redefine Retail. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19Chapter 4:Rewards Programs Put a Check on Declining Shopper Loyalty. . . . . . . . . . . . . . . . . . .28Look Ahead:Supplemental Revenue Streams. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33Survey Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 S A L E S F O R C E Executive Summary Retail is transforming as AI agentsemerge as the newest innovationin the artificial intelligence (AI) age.Agents can function as scalable digitallabor, integrated across every team,that independently execute tasksranging from customer service tomarketing to inventory management. Stores' Evolving Roles Enhance the Shoppers' Journey01 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.Shoppers estimate 41% of their purchase volume will come fromphysical stores in 2026, down from 45% in 2024. Unified Commerce Brings Opportunities and Challenges02 To enable this new wave of innovationand efficiency, retailers are breakingdown data silos and replacing legacysystems with integrated solutionsthat can support current and futureAI capabilities. 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 toimprove efficiency and provide more value to shoppers.Eighty-eightpercent of retailers say unified commerce will be very important orcritical to their business objectives over the next two years. These strategic improvements enableseamless, connected shoppingexperiences that position retailers tothrive in an evolving marketplace. AI Agents Poised to Redefine Retail03 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 sayAI agents will be essential for a competitive edge by 2026. Rewards Programs Put a Check on Declining Shopper Loyalty 04 Brand loyalty can be fleeting, especially among younger shoppers.Companies are responding by reimagining customer service and refiningtheir rewards programs.Eighty-four percent of loyalty programmembers say programs make them more likely to repurchase. Introduction S A L E S F O R C E Introduction:AI Agents andUnified CommerceUnderpin Retail'sDigital Transformation Retailers Balance Strategic Priorities as Cost Pressures Mount Top Retail Industry Challenges Increased competitionInflation and high costsRising customer acquisition costsChanging consumer behaviorCosts of returns What happens when competition intensifiesamid rising operating and customeracquisition costs? For retailers, it adds up tosignificant pressure on profit margins. As retailers grapple with these and otherheadwinds, they view digital transformation —especially from AI and unified commerce — astheir greatest opportunity. More ecommercesales, improved customer service, and betterassociate productivity are also top-of-mind. Top Retail Industry Opportunities Retailers view leveraging AI astheir #1 opportunity. Leverage AIImplement unified commerceIncrease ecommerce salesImprove customer serviceIncrease store associate productivity