iresearch

INDUSTRY RESEARCH: RETAIL
2017

CONNECTED
SHOPPERS REPORT

Elevating the shopper experience:
Insights into the behaviors andexpectations of global consumers

Introduction
To explore the current attitudes and habits of American consumers —and their use of technology as part of the shopping process —Salesforce Research has released its third annual “Connected
Shoppers Report.” Based on responses from an online survey(conducted by Harris Poll on its behalf) of more than 2,000 U.S. adultconsumers defined as “shoppers” throughout this report, the research
indicates that the shopper’s path to purchase is becoming
increasingly complex. The cloud, social, mobile, Internet of Things(IoT), and artificial intelligence (AI) revolutions have empowered
shoppers to research and shop in new ways. This empowerment has
led to an era of heightened shopper expectations, where retailers are
struggling to meet shopper desires for more personalized retailexperiences. To stay competitive and increase shopper satisfaction,
retailers need to provide a smart and seamless shopping experience.
Data in this report is based on 2,011 adults ages 18+ in the
U.S. Additional data is available in the appendices specific toAustralia (1,076), Brazil (1,063), Canada (1,055), France (1,020),
Germany (1,053), the Netherlands (1,079), and the U.K. (1,043).
Salesforce Research provides data-driven insights to help businesses
transform how they drive shopper success.
Browse all reports at salesforce.com/research.

ii

Contents

iii

01.

Shoppers Say So Long to the Linear Path to Purchase

1

02.

Retailers Fall Behind in the Race to Meet Shopper Expectations

5

03.

Connected Employees Keep Shoppers Happy

11

04.

The Next Generation Seeks a Smarter Retail Experience

12

05.

Appendices: Region Profiles

13

06.

Methodology

2001. Shoppers Say So Long to the Linear Path to Purchase
The shopper’s path to purchase is no longer
as simple as walking into a store, browsing theaisles, and buying a product. Today’s shoppers
are doing their homework well ahead of time,making them more knowledgeable andempowered than ever before. In fact, 79% of
shoppers research products prior to purchasing
in-store, and 85% research products prior topurchasing online.
This year, shoppers embraced emerging
channels across their entire online buying
journeys, particularly before making a purchase.
For instance, 40% of millennials (ages 18-36)
report using voice-enabled digital assistants,
such as Amazon Echo and Google Home —tools that didn’t exist just a few years ago — toresearch products online. Similar percentagesof this rising generation of consumers reportusing messaging apps and video chat(43% and 39%, respectively) to research
products prior to purchasing online.

RESEARCHING PRODUCTS
Which of the following channels do you use today when researching products from an online retailer?
Millennials (ages 18–36)

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

Website

74%
75%
74%

Email

51%
44%
35%

Social media

54%
39%
47%
40%
47%
29%

Messaging app

43%

2.6x
2.2x
2.0x

40%
32%
18%
39%

39%
29%

Chat or IM

37%
27%
18%

messaging app

Physical store

28%
24%
25%

Other

38%

1.8x

36%

2.1x

31%

2.0x

30%

2.2x

28%

2.1x

27%

2.6x

26%

2.1x

26%

1.1x

25%

2.0x

12%

as likely

15%

voice-enabled digital assistant

2.0x

as likely

19%
Video chat43%

as likely

29%

video chat

1.5x

as likely

22%

SMS/text

74%

No difference

as likely

22%

Voice-enabled digital assistant—as likely

26%
Phone

Total

as likely

27%
Retailer’s mobile app

Millennials vs.
Baby Boomers*

as likely

28%

Millennials are more likely than baby
boomers to research products prior topurchasing online using thefollowing channels

1

16%
13%
8%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.

as likely

as likely

as likely

01. Shoppers Say So Long to the Linear Path to Purchase
The research stage of buyer journeys isn’t the
only one undergoing a digital revolution.
When buying products online, the No. 2channel shoppers turn to, second only to
traditional websites (67%), is a retailer’s
mobile app (32%). Social media (27%)
has also entered the top-five channels foronline purchasing.

BUYING PRODUCTS
Which of the following channels do you use today when buying products from an online retailer?
Millennials (ages 18–36)

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

WebsiteEver the trendsetters, millennials are morethan three times as likely as their baby
boomer elders to leverage video chat when
making online purchases (31% vs. 10%),and at least twice as likely to use social media,
messaging apps, and SMS/text, among otheremerging channels.

65%
71%
68%

Retailer’s mobile app

45%
35%

Email

40%
32%

3.1x
2.7x
2.4x

41%
27%
29%
26%
34%
21%

Messaging app

35%
23%

Voice-enabled digital assistant

32%
23%
30%
22%
31%
21%
31%
22%
10%

Other

2.4x

27%

1.4x

24%

2.1x

23%

2.7x

23%

2.1x

22%

2.3x

21%

2.4x

20%

3.1x

20%

3.0x

12%

as likely

13%
Video chat31%

as likely

13%
SMS/text

1.7x

as likely

15%
Chat or IM32%

as likely

13%

social media

2.0x

as likely

16%

messaging app

67%

as likely

as likely

21%
Phone

1.0x

as likely

17%

video chatTotal

as likely

23%

Physical store

Millennials vs.
Baby Boomers*

as likely

23%

Social media

Millennials are more likely than baby
boomers to buy products from online
retailers using the following channels

2

18%
13%
6%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers or % baby boomers / % millennials.

as likely

as likely

01. Shoppers Say So Long to the Linear Path to PurchaseAccording to shoppers, customer service teams
are no longer tethered to headsets. In fact,
shoppers cite the phone (39%) as the No. 3channel for requesting customer service
from an online retailer with websites (52%)
and email (45%) coming in as the top
two channels.

REQUESTING CUSTOMER SERVICE

But staid digital channels aren’t the only
ones shoppers are turning to for their customer
service needs. For instance, about a quarterof all shoppers — and more than a third ofmillennial shoppers — use instant messaging(25% of all, 36% of millennials) or a retailer’s
mobile app (24% of all, 34% of millennials).

WebsiteWhich of the following channels do you use today when requesting customer service from an online retailer?
Millennials (ages 18–36)

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

2.9x
2.8x
2.6x

Millennials vs.
Baby Boomers*

Total

1.1x

52%

1.0x

45%

43%
39%
37%

1.2x

39%

36%

1.9x

25%

2.3x

24%

2.6x

21%

1.6x

20%

2.8x

19%

2.9x

18%

2.5x

18%

2.1x

18%

1.7x

9%

57%
53%
51%

Email

48%
45%
46%

Phone

Chat or IM

Millennials are more likely than baby
boomers to request customer service
from an online retailer using thefollowing channels

325%
Retailer’s mobile app

34%
28%
15%
31%
23%

messaging app

25%
22%

video chatVideo chat

31%
20%

as likely

11%
Messaging app

29%
20%

as likely

10%
Voice-enabled digital assistant

28%
20%

as likely

11%
SMS/text

25%
21%
12%

Other

as likely

as likely

16%

social media

as likely

as likely

12%
Physical store

as likely

as likely

19%

Social media

as likely

12%
10%
7%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.

as likely

as likely

01. Shoppers Say So Long to the Linear Path to Purchase
While there’s no denying the explosive growthof digital commerce over the last decade, thebrick-and-mortar channel is far from obsolete.
In fact, 87% of shoppers say they’ve visited aretail store within the past month. Perhaps evenmore telling is that millennials, who are often
considered the most digitally savvy generation— are more likely than baby boomers to havevisited a physical store within the last sevendays (78% vs. 70%).

When was the last time you walked into a physical retail store?

In general, which of the following are reasons why you like to shop in-store?

Please do not include grocery stores, drugstores, convenience stores, and restaurants when answering.

Within past week

2–4 weeks ago

More than 6 months ago

Not at all sure

2–6 months ago

Total

To get merchandise immediately

66%

To touch and feel the merchandise

65%

2% 3%
73%

Although shoppers are experimenting with new
digital channels across their purchase paths,
the primary reasons shoppers like to visit a retailstore include instant gratification (e.g., getting
merchandise immediately) and the pursuit ofcost savings (i.e., avoiding shipping fees).

4

14%

To avoid shipping fees

7%

52%

To take advantage of in-store discounts

49%

Millennials (ages 18–36)
1%
78%

10%

6%

5%

Generation X (ages 37–52)

To be able to return an item without having
to pay return shipping fees45%

To discover new things as I browse

44%

2% 2%
75%

16%

5%
I like the overall physical store experience34%

Baby Boomers (ages 53–71)
2%
70%

16%

8%

To get assistance from a store associate

28%

4%

To attend a physical store event(e.g., yoga class, cooking class, stylist
session, makeup party)

Other

8%

2%

02. Retailers Fall Behind in the Race to Meet Shopper Expectations
The omni-channel retail landscape continues
to evolve as new channels emerge. Today’s
shoppers are well-accustomed to being able tomove seamlessly along their journeys acrosswhichever channels are most convenient. For
example, 55% of all shoppers report having
purchased a product online to pick up in aphysical store, and more than a quarter (28%)
have embraced endless aisle capabilities thatallow them to purchase a product for delivery
that was not available while they were in-store.
Yet, despite their omni-channel mindsets,
today’s shoppers may be disappointed with thecross-channel experiences retailers provide.
In fact, 55% of all shoppers say retailexperiences are generally disconnected fromchannel to channel. What’s more, in an era inwhich personalized engagement is paramount,
63% of shoppers don’t feel like retailers
truly know who they are.

In general, retail experiences are disconnected fromchannel to channel.

Millennials vs.
Baby Boomers*

Percentage of shoppers who strongly or somewhat agree

53%

Baby Boomers(ages 53–71)

52%

1.2x

Baby Boomers
vs. Millennials*

Percentage of shoppers who strongly or somewhat agree

Baby Boomers(ages 53–71)

I have purchased a product that was not available
while I was in a physical store for delivery

28%

as likely

I don’t feel like retailers truly know who I am.

Generation X(ages 37–52)

55%

61%

Generation X(ages 37–52)

Millennials(ages 18–36)

Which of the following are true for you?

I have purchased a product online to pick up in aphysical store

Millennials(ages 18–36)

57%

63%

1.1x
as likely

5

A store associate has offered me sales assistanceusing a mobile device while shopping in a physical
store

17%

I have shopped at a physical store with digital
signage (i.e., screens that change with offers,
information, etc.)

17%

I have received a SMS/text or push notification on
my mobile device with an offer or marketing
communication from a retail brand while I was in
the physical store and/or near the brand’s physicalstore location

16%

A store associate has helped me check out using amobile device while shopping in a physical store

15%

I have shopped at a physical store with interactive
digital signage (i.e., screens that enable me to ask
for assistance, order online, touchscreens)

14%

65%

I have shopped at a physical store with augmented
reality (e.g., magic mirrors, ability to virtually try
on clothing or other items)* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers or % baby boomers / % millennials.

6%02. Retailers Fall Behind in the Race to Meet Shopper Expectations
From Apple’s Siri to product recommendations
to suggested tags on Facebook photos,
consumers are now accustomed to AI-like
technologies in their daily routines. Survey
results show shoppers want similar levels of
sophistication and personalization fromretailers, regardless of whether it’s an in-personor online experience; 58% value personalized
customer service when shopping in-store and60% value relevant product recommendations
when shopping online.

PHYSICAL RETAIL STOREONLINEHow important are each of the following to you when you shop for a productin a physical retail store?

How important are each of the following to you when you shop
for a product online?

Percentage of shoppers who say the following are very or somewhat important

Percentage of shoppers who say the following are very or somewhat important

Product availability(i.e., the products I want are
in stock/available in my size)

96%

Price

Price

96%

Easy product search capabilities

Speed of checkout

93%

Knowledgeable store associates

87%

Prompt customer service(i.e., a store associate
immediately assists me)

81%

Engaging experience(i.e., physical store deisgn/layout, visuallyappealing product displays, interactive)

Endless aisle(i.e., ability to order out-of-stock product fromthe physical store location for delivery)

Personalized customer service

75%

65%

58%

6

80%

78%

Site performance(i.e., speed of page load)

76%

Intuitive site navigation(i.e., easy to find what I am looking for)75%

Speed of checkout

75%

Customer product reviews

72%

Visually pleasing site
(i.e., website design/layout, visually appealing
product imagery, interactive)

Relevant product recommendations

69%

60%

02. Retailers Fall Behind in the Race to Meet Shopper Expectations
Shoppers rely on smartphones to augment
their in-store experience, whether researching a
product or making a purchase.
It’s worth noting that although 34% reportusing mobile devices to research products while
in-store, only 17% report being helped by astore associate using a mobile device.

I have researched a product online using a mobile device while in a physical store.
Millennials vs.
Baby Boomers*
45%

Millennials (ages 18–36)
Generation X (ages 37–52)

43%

34%

as likely

24%

Baby Boomers (ages 53–71)

of shoppers say they’ve
researched a product online using a mobile
device while in a physical store.

I have purchased a product online from a mobile device while in a physical store.

17%

Millennials (ages 18–36)

also say they’ve purchased a
product online from a mobile device while ina physical store.

1.9x

Millennials vs.
Baby Boomers*
29%

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

4.1x

17%

as likely

7%

A store associate has offered me sales assistance using a mobile device while shopping in a physical store.
Millennials vs.
Baby Boomers*
23%

Millennials (ages 18–36)
Generation X (ages 37–52)

Baby Boomers (ages 53–71)

17%

14%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.

1.6x
as likely

702. Retailers Fall Behind in the Race to Meet Shopper Expectations
Over half of millennials (53%) agree that store
associates do not have the tools they need todeliver excellent customer service.
Perhaps even more worrisome is shoppers’
growing skepticism of the expertise of store
associates. Sixty percent of millennials thinkthey typically know more about products than
the store associates do. More than two-fifthsof millennials (43%) even think robots could
replace human store associates.

I typically know more about a product than the store associate.
Percentage of shoppers who strongly or somewhat agree

Millennials vs.
Baby Boomers*
60%

Millennials (ages 18–36)
Generation X (ages 37–52)

56%

53%

Baby Boomers (ages 53–71)

1.1x
as likely

I typically know more about a store than the store associate.
Percentage of shoppers who strongly or somewhat agree

Millennials vs.
Baby Boomers*
50%

Millennials (ages 18–36)
Generation X (ages 37–52)

44%

as likely

33%

Baby Boomers (ages 53–71)

1.5x

I think robots could replace human store associates.
Percentage of shoppers who strongly or somewhat agree

Millennials vs.
Baby Boomers*

Millennials (ages 18–36)

43%

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

31%

22%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.

2.0x
as likely

802. Retailers Fall Behind in the Race to Meet Shopper Expectations
Beyond questioning store associates’ expertise,some shoppers also seem to doubt the sincerityof interactions with retail employees. Morethan half of shoppers (56%) hesitate to ask
for associates’ opinions, perhaps because theyquestion motives (i.e., is the employee trying
to make a quick sale or providing real value?).
Only 12% always or often ask a store
associate for his or her opinion before
purchasing a product, and only two-fifths
who ever ask for their opinion trust thata store associate always or often tells thetruth when asked.

How often, if ever, do you ask a store associate for his or her opinion
on a product before purchasing it?*
AlwaysOften

RarelyNever

How often, if ever, do you think the store associate is telling the truth when
they give you an opinion on the product?**

Sometimes

Total

9

AlwaysOften

RarelyNeverSometimes

Total
2%

5%

7%

30%

38%

18%

Millennials (ages 18–36)

6%

34%

48%

10%

Millennials (ages 18–36)
3%

11%

9%

27%

30%

20%

13%

Generation X (ages 37–52)

29%

46%

10%

Generation X (ages 37–52)

3%

3%
9%

28%

42%

17%

4% 30%

Baby Boomers (ages 53–71)

Baby Boomers (ages 53–71)

1%

3%4% 34%

42%

18%* Bars may not total 100% as those who said “I don’t shop in stores at all” have been excluded from this chart.
** Question asked of those who said they either always, often, sometimes, or rarely ask a store associate for hisor her opinion on a product before purchasing it.

50%

13%

1%
38%

50%

8%

02. Retailers Fall Behind in the Race to Meet Shopper Expectations
Mass marketing and customer engagement
is a relic of retail’s old playbook. Accustomed
to tailored Spotify playlists and Amazon
recommendations, today’s customers expect
highly relevant offers that meet their uniqueneeds and preferences. Case in point, 62%of all shoppers say they like retailers to provide
product recommendations based on theirpurchasing history — a figure that increases formillennial consumers (75%).
Today’s customers are technically savvy, andunderstand that the personalization they
expect is based on rich data insights that
extend beyond just completed purchases.
Additionally, they know such capabilities crossthe digital and physical worlds. A majority of
shoppers (54%), including two-thirds ofmillennials, are willing to share data regarding
their preferences with a store or brand toreceive faster and more convenient service
once in-store. Forty-five percent say it would
be helpful for physical stores to know about the
research they’ve done online before arriving at astore so they could receive better service.

I like it when retailers provide product recommendations basedon my purchasing history.

It would help me if a physical store knew about the online research I’ve doneon them prior to getting there so I could receive better service.**
Millennials vs.
Baby Boomers*

Percentage of shoppers who strongly or somewhat agree
Millennials(ages 18–36)

Millennials (ages 18–36)

75%

Generation X(ages 37–52)

65%

Percentage of shoppers who strongly or somewhat agree

1.5x

Generation X (ages 37–52)
Baby Boomers (ages 53–71)

as likely

Baby Boomers(ages 53–71)

50%

Millennials vs.
Baby Boomers*

1.8x

I would be willing to share data regarding my preferences witha store or brand to receive faster and more convenient service
once I am in the store.
Millennials vs.
Baby Boomers*

Percentage of shoppers who strongly or somewhat agree
Millennials(ages 18–36)

33%

67%

Generation X(ages 37–52)
Baby Boomers(ages 53–71)

as likely to say it would help them
if a physical store knew about
the online research they’ve doneon them prior to getting there toreceive better service

56%

42%

1.6x
as likely* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.
** Full question text: It would help me if a physical store knew about the online research I’ve done on them prior to getting there(e.g., wishlists, abandoned cart, social media activity) so I could receive better service (e.g., a store associate could get the item
for me more quickly, ensure I get the best deal, reserve the item in the right size or color based on other preferences).

59%
49%

10

03. Connected Employees Keep Shoppers Happy
As indicated earlier in this report, brick-andmortar retailing is far from dead. However, itsrole in commerce is fundamentally changing.
To ensure their physical locations can play therole that shoppers expect, retailers must
realize the evolving capabilities theirassociates require to fulfill their new
customer mandates.
This is no easy feat, as generations differ on
their opinions of what store associates must do
to deliver an excellent customer experience.
For example, millennials are 1.8x more likely
than baby boomers to say that store associates
need the ability to use mobile devices toreference automated productrecommendations based on a shopper’s profile
information (27% vs. 15%), and 1.6x more
likely to say the same for the ability to look up
customer profile information, such as past
purchases (29% vs. 18%). Conversely, baby
boomers are 1.3x more likely than millennials
to say that associates need visibility of available
inventory at other physical stores or warehouses
if an item is out of stock at their location(69% vs. 54%).

11

In your opinion, what do store associates need in order to help deliver an excellent customer experience?
Millennials (ages 18–36)

Generation X (ages 37–52)

Baby Boomers (ages 53–71)
Millennials vs.
Baby Boomers*

Total

1.3x

61%

1.1x

58%

1.2x

35%

1.4x

28%

26%

1.6x

24%

27%
23%

1.8x

21%

Visibility of available inventory at otherphysical stores or warehouses if a store item
is out of stock

54%

Ability to look up product details (e.g.,
designer/manufacturer, size information)
on demand on a mobile device

55%

57%
69%

60%
62%

42%

Ability to use a mobile device to reference
automated product recommendations basedon a shopper’s profile information

as likely

32%
34%

Ability to look up customer reviews to sharewith a shopper considering a purchase

Ability to look up customer profile
information (e.g., past purchases) tohelp provide customer service

as likely

37%

Ability to perform checkout activities
anywhere in the physical store from a
mobile device

27%
24%

as likely

29%

as likely

18%

as likely

15%

Percentage of shoppers who strongly or somewhat agree that store associates do NOT havethe tools they need to deliver an excellent customer experience

53%
Millennials(ages 18–36)

43%
Generation X(ages 37–52)

as likely

47%

Baby Boomers(ages 53–71)* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers or % baby boomers / % millennials.

04. The Next Generation Seeks a Smarter Retail Experience
AI is creating even more ways for retailers toreach shoppers with smarter, more predictive,
and personalized messages — and millennials
are particularly eager to experience smarter
shopping journeys.
Over a third of millennials (35%) say the ability
to search merchandise in a physical store or
online catalog using an image and receiving
product recommendations based on theattributes of that image is appealing. Millennials
are also far more likely than older generations toappreciate retailers’ personalization andautomation efforts. Compared to baby
boomers, millennials are 2.5x more likely to
say personalized offers from retailers in a digitalchannel (i.e., email, mobile app, website) basedon their purchasing history would appeal tothem (28% vs. 11%).

12

Which of the following artificial intelligence (AI) or other technology capabilities would appeal to you if offered by a retailer?
Millennials (ages 18–36)

Generation X (ages 37–52)

Baby Boomers (ages 53–71)

Millennials vs.
Baby Boomers*
Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations based on
the attributes of that image

35%
30%
23%

Automated SMS/text or mobile push notifications (i.e., to notify
me of physical store sale events, new products or promotions,products back in stock, etc.) personalized based on my preferences

24%
23%
14%

Personalized offers in a digital channel (i.e., email, mobile app,website) based on my purchasing history

28%
19%
11%

Mobile wallets

21%
11%
17%
16%
7%
18%
13%
8%

Social media sentiment analysis to identify and resolve customer
service and satisfaction issues

15%
12%
8%

Customer service chatbots

15%
11%
7%

Automated orders based on my previous purchase history

13%
9%
6%

Automated orders based on connected product alerts(e.g., smart refrigerators for grocery)

2.5x
as likely

1.9x

18%

Personalized offers provided by an associate in a physical store
based on my browsing activity on the retailer’s website and/or app

as likely

21%
11%

Order delivered by drone

1.7x

2.2x

18%

Personalized offers provided by an associate in a physical store
based on my purchasing history

as likely

22%
21%
10%

Personalized offers in a digital channel (i.e., email, mobile
app, website) based on my browsing activity in the retailer’s
website and/or app

1.5x

as likely

as likely

1.9x
as likely

2.4x
as likely

2.3x
as likely

1.9x
as likely

2.1x
as likely

2.2x
as likely

13%
6%
5%

* Difference between millennials and baby boomers was calculated using the following: %millennials / %baby boomers.

2.6x
as likely

05. Appendices: Region Profiles — Australia Datasheet

13

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
69%

Email

60%

Email
41%

Social media

32%

Phone

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

54%

34%

25%

Phone
32%

Messaging app

57%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

Social media
35%

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

24%

Ability to look up customer reviews to share with a shopper
considering a purchase28%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

28%

Retailer’s mobile app
30%

22%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

Other

20%

3%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

15%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
59%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them
65%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
57%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
50%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations based on
the attributes of that image

Automated SMS/text or mobile push notifications (i.e., to notify meof physical store sale events, new products or promotions, products backin stock, etc.) personalized based on my preferences

Personalized offers provided by an associate in a physical store basedon my purchasing history

25%

20%

16%

05. Appendices: Region Profiles � Brazil Datasheet

14

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite78%

Social media

70%

Social media
66%

Email

52%

Messaging app
61%

Messaging app

60%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

59%

Ability to look up customer reviews to share with a shopper
considering a purchase45%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

44%

51%

Email
60%

Retailer’s mobile app

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

50%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

41%

Retailer’s mobile app
52%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

46%

Other

39%

2%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

5%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
69%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them
60%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
80%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
75%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

Personalized offers in a digital channel (i.e., email, mobile app,website) based on my browsing activity in the retailer’s website
and/or app

Personalized offers provided by an associate in a physical store basedon my browsing activity on the retailer’s website and/or app

43%

35%

33%

05. Appendices: Region Profiles — Canada Datasheet

15

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
67%

Email

59%

Email
41%

Social media

28%

Social media
33%

Phone

62%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

55%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

31%

Ability to look up customer reviews to share with a shopper
considering a purchase30%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

29%

23%

Physical store
26%

Messaging app

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock21%

Messaging app
26%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

20%

Other

20%

5%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

12%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
58%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them66%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
56%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
51%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

22%

Personalized offers in a digital channel (i.e., email, mobile app,website) based on my purchasing history

21%

Personalized offers provided by an associate in a physical store based on
my purchasing history20%

05. Appendices: Region Profiles — France Datasheet

16

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
62%

52%

Email

Email
46%

34%

SMS/text

58%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

44%

Ability to look up customer reviews to share with a shopper
considering a purchase

Retailer’s mobile app
35%

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

29%

28%

Social media

SMS/text
35%

28%

Messaging app

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

24%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

24%

Voice-enabled digital assistant
34%

27%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

Other

18%

0%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

15%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
54%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them66%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
50%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
47%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

21%

Automated SMS/text or mobile push notifications (i.e., to notify meof physical store sale events, new products or promotions, products
back in stock, etc.) personalized based on my preferences

19%

Personalized offers provided by an associate in a physical store based on
my purchasing history16%

05. Appendices: Region Profiles — Germany datasheet

17

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
62%

54%

Email

Email
41%

31%

Messaging app

Retailer’s mobile app
33%

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

53%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

43%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

19%

Ability to look up customer reviews to share with a shopper
considering a purchase18%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

17%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

16%

25%

Social media

Messaging app
31%

24%

Retailer’s mobile app

Social media
30%

24%

Other

5%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

20%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
51%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them64%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
47%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
40%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

Automated SMS/text or mobile push notifications (i.e., to notify meof physical store sale events, new products or promotions, products
back in stock, etc.) personalized based on my preferences

Order delivered by drone

24%

13%

11%

05. Appendices: Region Profiles — the Netherlands Datasheet

18

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
70%

59%

Email

Email
50%

39%

Social media

Social media
45%

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

56%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

33%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

24%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

23%

Ability to look up customer reviews to share with a shopper
considering a purchase22%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

20%

32%

Messaging app

Messaging app
43%

32%

Retailer’s mobile app

Phone
38%

30%

Other

4%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

19%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
59%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them69%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
46%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
46%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

Personalized offers in a digital channel (i.e., email, mobile app,website) based on my purchasing history

Mobile wallets

23%

16%

12%

05. Appendices: Region Profiles — the U.K. Datasheet

19

Shoppers Say So Long to the Linear Path to Purchase

Connected Employees Keep Shoppers Happy

Top channels for researching products from an online retailer

Top channels for buying products from an online retailer

Percentage of shoppers who believe store associates need the following in order to deliver excellent customer experience

WebsiteWebsite
68%

64%

Email

Email
37%

26%

Retailer’s mobile app

50%

Ability to look up product details (e.g., designer/manufacturer,
size information) on demand on a mobile device

47%

Ability to perform checkout activities anywhere in the physical store
from a mobile device

Retailer’s mobile app
28%

Visibility of available inventory at other physical stores or warehouses
if a store item is out of stock

33%

25%

Social media

Ability to look up customer reviews to share with a shopper
considering a purchasePhysical store
28%

23%

Phone

26%

Ability to use a mobile device to reference automated productrecommendations based on a shopper’s profile information

19%

Ability to look up customer profile information (e.g., past purchases)
to help provide customer service

18%

Social media
27%

22%

Other

5%

Retailers Fall Behind in the Race to Meet Shopper Expectations
Nothing

16%

Percentage of shoppers who say retail experiences are disconnected from channel to channel
61%

The Next Generation Seeks a Smarter Retail Experience

Percentage of shoppers who think retailers don’t know them
65%

Top three AI or other tech capabilities that would appeal to shoppers if offered by a retailer
Percentage of shoppers who like when retailers offer product recommendations based on their purchasing history
53%

Percentage of shoppers willing to share data regarding preferences in order to receive faster/more convenient service in-store
45%

Ability to search merchandise in a physical store or online catalog
using an image, and receiving product recommendations basedon the attributes of that image

19%

Automated SMS/text or mobile push notifications (i.e., to notify meof physical store sale events, new products or promotions, products
back in stock, etc.) personalized based on my preferences

18%

Mobile wallets

16%

06. Methodology
The 2017 survey was conducted online by Harris Poll on
behalf of Salesforce between August 4–8, 2017, among
adults 18+ in Australia (1,076), Brazil (1,063), Canada(1,055), France (1,020), Germany (1,053), the Netherlands(1,079), the U.K. (1,043), and the U.S. (2,011).
Of those U.S. adults, 529 are millennials (ages 18–36),
530 are Generation Xers (ages 37–52), and 737 are baby
boomers (ages 53–71). Raw data was weighted by age
within gender, education, race/ethnicity, region, andincomes where necessary to reflect the U.S. generaladult population.
All sample surveys and polls, whether or not they use
probability sampling, are subject to multiple sources oferror, which are most often not possible to quantify or
estimate, including sampling error, coverage error, error
associated with nonresponse, error associated with

20question wording and response options, and post-survey
weighting and adjustments. Therefore, Harris Poll avoids
the words “margin of error” as they are misleading. All
that can be calculated are different possible sampling
errors with different probabilities for pure, unweighted,
random samples with 100% response rates. These are
only theoretical because no published polls come close
to this ideal.

Country SAMPLE SIZES
Australia...........................................................1,076
Brazil.................................................................1,063
Canada.............................................................1,055
France...............................................................1,020
Germany..........................................................1,053
Netherlands.....................................................1,079
United Kingdom.............................................1,043
United States...................................................2,011

Respondents for this survey were selected among those
who have agreed to participate in online surveys. The data
has been weighted to reflect the composition of the adult
population in the U.S. No estimates of theoretical sampling
error can be calculated.
Due to rounding, not all percentage totals in this reportequal 100%.

research