Unified Commerce and Shopper-First Retailing

What Consumers Are Telling Us About the Future of Shopping

Today’s consumer expectations are upending the industry’s approach to retail, and brands must evolve quickly to avoid irrelevance. To help you navigate this shifting landscape, SapientRazorfish and Salesforce have joined forces to reveal new patterns in shopping behavior and new opportunities for retailers like you. This study is based on the activity of more than 300 million online shoppers, 6,000 consumer survey responses from shoppers in six countries, and dozens of interviews with retail experts. 

The result? A first-of-its-kind report identifying the importance of unified commerce and the new rules of retail. Fill out the form to download now! 

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Our analysis revealed four strategic pillars that collectively set the foundation for Shopper-First Retailing

The role of the store has changed, and so must the store itself. Stores are no longer just a selling space, they’re also the warehouse, billboard, and training center for the next generation of consumers. Our research shows that in-store activity generates nearly half of all ecommerce activity for leading retailers. Retailing today is about optimizing store and digital integration to form a unified whole.

Retailers must empower the shopper by taking advantage of advances in data science to better personalize the experience, and inject innovation into product discovery. Taken together, these tools are poised to lead the way towards the use of bots that assist shoppers throughout their shopping journey. Our survey found that personalized promotions or offers are the experiences most likely to increase return traffic to stores. 

Mobile is the shopping companion, expanding the core engagement, before, during, and after purchase. Our data shows that 59% of global shoppers have used their mobile phone in a store in the past 30 days, 52% of all ecommerce traffic globally is from mobile devices, and order share on mobile devices has grown 194% since 2015.

Our research identified several opportunities for retailers to accelerate the shopping path: notably the importance of representing the brand in consumer platforms, and the benefits of increased conversion and reduced fraud with device-integrated mobile payments, like Apple Pay and Android Pay

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