2 The Future Shopper | Salmon – A Wunderman Commerce Company The Future Shopper | Salmon – A Wunderman Commerce Company 3 Foreword 4 Executive Summary ..5 Chapter 1: What do shoppers want .....7 Chapter 2: A balanced approach for the modern consumer ....10 Chapter 3: Rising demand for retail technology .....15 Conclusion: How to meet shoppers’ demands of today and tomorrow ......18 Methodology .18 CONTENTS4 The Future Shopper | Salmon – A Wunderman Commerce Company The eCommerce landscape is accelerating at a rapidpace. As advancements in technology continueunabated, so does the way in which we search for,purchase and interact with products. For brandsand retailers, this potential new world of innovativetechnology could be seen as a threat. As digitalinnovation aims to improve the way we shop, there arein fact opportunities for brands to redefne themselvesand claim back their equity across a sprawling feld ofpurchasing options. And this is indeed where we fnd ourselves: a complexecosystem of websites, marketplaces, platforms andplug-ins. Today, change is endemic and lightning-fast, andeven industry insiders struggle to anticipate where thenext technology will come from, and what its impact onshoppers will be. With this in mind, Salmon, a Wunderman Commercecompany, decided to conduct an investigation into theconsumer mind-set. Two years ago, we interviewed UKshoppers on how they felt about the idea of automatedpurchasing (Programmatic Commerce). And just over ayear ago, we took the study global, asking consumers aroundthe world to fnd out what compels and connects them. Theresulting study, Buying Tomorrow, provided an eye-openinginsight into the way customer loyalty is shifting away frombrand to service as demand for digital services grows. In 2017, consumers wanted retailers to deliver morewith their digital oferings. Technology is an increasinglyfundamental part of people’s lives – nearly four ffthsbelieved that technology was essential to the future ofsociety and a force for good, for example. And the desireto embrace technology in general is matched by a desireto utilize the power of tech for shopping.Similarly, ‘Buying Tomorrow’ highlighted a trend whichis still a signifcant reality for the retail industry: the riseand rise of Amazon. Since last year’s report, Amazon hascontinued to dominate online retail and has set the goldstandard in eCommerce. The power of Amazon is just one example of thesignifcant changes that have occurred over the last 12months. Some of the latest retail developments haveincluded Walmart’s launch of a free same-day deliveryservice and Instagram expanding its shopping service inthe UK. These changes represent a seismic shift in theway retailers and brands engage with shoppers, and it’simportant to understand the efect that this will have onconsumers themselves. This is what we aimed to establish in this year’s report, TheFuture Shopper: 2018 and Beyond. We spoke to 3,516 USand UK consumers who had shopped online at least oncein the last month to understand how people shop onlinetoday – and what this means for shopping tomorrow.The results have been illuminating: we’ve gained aninsight into the vital role of the marketplace, unearthed agrowing consumer desire for emerging technologies anduncovered a digital divide across the Atlantic.This year’s study is an important addition to our previousyears of research. Altogether, they are a comprehensivedemonstration that the desire for tech in retail is graduallyincreasing. From the study in 2016, to 2017 and now thepresent research, consumers have become increasinglycomfortable with technology like IoT and ProgrammaticCommerce working to improve their shoppingexperience. This is an important lesson if you, like ourcustomers, are looking to capitalize on the future ofeCommerce. “Today, change is endemic and lightning-fast, and even industryinsiders struggle to anticipate where the next technology will come from.” 01 FOREWORD Capitalizing on the future of eCommerce 。。。。。。