Salesforce：2023年联网消费者报告 Connected Shoppers Report

SALESFORCE

SALESFORCE

WhatYou’llFind

inThisReport

ForthefiftheditionoftheConnectedShoppersReport,Salesforcesurveyed2,400shoppersand1,125retail

industrydecisionmakerstolearnmoreabout:

.Howdigitaltoolsarechanging

physicalexperiences

.Thechangingroleofbrick-and-mortarstores

.Howretailersareusing—andplantouse—datatoengageshoppers

.Theimpactofserviceonshopperloyalty

.Theintersectionofloyaltyprogramsand

shopperdata

Datainthisreportarefromtwodouble-anonymous

surveysconductedfromMay18throughJune21,

2023.Thesurveysgeneratedresponsesfroma

rangeofrespondentsacrossNorthAmerica,Europe,

SouthAmerica,andAsia-Pacific.Allrespondentsare

third-partypanelists.See

page44

forfurthersurvey

demographics.

Duetorounding,notallpercentagetotalsinthisreportequal100%.Comparisoncalculationsaremadefromtotalnumbers(notroundednumbers).

Salesforceprovidesdata-driveninsightstohelp

businessestransformhowtheydrivecustomersuccess.

Browseallreportsat/research.

CONNECTEDSHOPPERSREPORT,5THEDITION2

2,400shoppersand1,125retailindustrydecisionmakerssurveyedworldwide

SALESFORCECONNECTEDSHOPPERSREPORT,5THEDITION3

Contents

ExecutiveSummary 04

Introduction 05

Chapter1:DigitalElevatesPhysicalShopping 06

Chapter2:StoresBecomeExperienceDifferentiators 12

Chapter3:IntelligentInsightsSparkPersonalizedEngagement 17

Chapter4:ExcellentCustomerServiceisTableStakesforShoppers 21

Chapter5:RetailersSeeIncreasingValueinLoyaltyProgramData 26

Appendix 31

SurveyDemographics 44

SALESFORCE

Executive

Summary

Forretailers,theintegrationofdigitalandphysicalshoppingmeansthey’reconnectingwithshoppersinmore

waysthaneverbefore.Thegood

newsisthatthisgivesretailersmorechancestoprovetheyrecognize,

understand,andvalueshoppers.

Thebadnews?Retailershaveashortwindowtoimpressthembeforetheywalkaway.

74%ofshopperssay

ittakesnomorethan

threebadexperiencestoabandonabrand.

Tokeepup,retailersareracingto

findnewwaystocompete.Theyseeopportunitiesincustomerservice,ecommerce,andpersonalization.

Thechallenge?Achievingtheirgoalsrequiresaheavierrelianceondata,insights,andtechnology—andtheretailersthatdon’tkeepuprisk

gettingleftbehind.

(

01

02

03

04

05

CONNECTEDSHOPPERSREPORT,5THEDITION4

DigitalElevatesPhysicalShopping

Shoppersexpectseamlessexperiencesonthedigitalchannelsoftheir

choice.Sixtypercentofshopperssaytheyhaveusedtheirmobiledeviceinastore.

StoresBecomeExperienceDifferentiators

Storeassociatesgobeyondcheckouttohelpretailersdeliverunique

experiences.Associatesspend74%oftheirtimeonactivitiesunrelatedtocheckout.

IntelligentInsightsSparkPersonalizedEngagement

Retailersembraceunifiedplatformstoenablepersonalization.Sixtypercentofretailersareinthestrategyorexecutionphaseoftheirunifiedshopperengagementplatformjourney.

ExcellentCustomerServiceisTableStakesforShoppers

Badcustomerserviceunderminesloyalty.Seventy-fourpercentof

shopperssayittakesnomorethanthreebadexperiencesforthemtoabandonabrand.

RetailersSeeIncreasingValueinLoyaltyProgramData

Retailersuseloyaltyprogramstoencouragerepeatbusiness.

Fifty-sevenpercentofretailerscitecustomerretentionasatoployaltyprogramgoal.

SALESFORCE

Introduction

Morecompetitors.Highercosts.Supplychainsnags.Forretailers,theseare

justsomeofthechallengespressuringmargins.Butinthisuncertaineconomy,canretailersclearthesehurdlesand

satisfyshoppers,too?

Retailersbelievetheanswerisyes

iftheycanhumanizeincreasingly

digitalexperiences.Theysee

opportunitiestobuildloyaltyandgrowshareofwalletthroughcustomerservice,ecommerce,andmarketing.But,to

accomplishtheirgoals,theymustkeepupwithshoppers'changingbehaviorsandrisingexpectations.

Here,weexplorethetrends,challenges,andopportunitiesthatareshapingtheretailindustry.

CONNECTEDSHOPPERSREPORT,5THEDITION5

MarginsRemainUnderPressure,ButOpportunitiesExisttoEarnandMaintainLoyalty

TopRetailIndustryChallenges

1Increasedcompetition

2Shippingcosts

3Supplychaindifficulties

4Changingcustomerexpectations/behaviors

5Inventorymanagement

TopRetailIndustryOpportunities

1Improvingcustomerservice

2Growingecommerce

3Improvingpersonalization

4Improvingefficiency

5Increasingstoreassociateproductivity

6

SALESFORCE

CONNECTEDSHOPPERSREPORT,5THEDITION

1

DigitalElevates

PhysicalShopping

SALESFORCE

ShoppersTraversePhysicaland

DigitalChannels

Afterthedigitalsurgeintheheartofthe

pandemic,peoplearenowshoppingonlineandinstoresatnearlythesamerate.Whileshopperssplittheirpurchasesnearlyevenlybetweenstoresandonlinein2023,intwoyears,shoppersexpectthey’llcomplete

only44%oftransactionsinthestore.

In2023,shopperssaytheymade49%oftransactionsinphysicalstores.

Wherewilltheygoinstead?Inadditiontowebsites,apps,andonlinemarketplaces,shopperswillcontinuetotestnewerdigitalchannels—likesocialmediaandvoice

assistants—forinspirationandbuying.

01

CONNECTEDSHOPPERSREPORT,5THEDITION7

TheFutureofEcommerceisBright

EstimatedVolumeofPurchasesAcrosstheFollowingChannels

2021

2023

2025

41%17%16%15%10%

49%12%15%14%10%

44%14%16%15%11%

lPhysicalstore

lBrand'swebsiteorshoppingapp

lRetailer'swebsiteorshoppingapp

OnlinemarketplacesNewerdigitalchannelsanddeliveryapps

ShoppersWhoHaveUsedtheFollowing

ChannelsforThese

UseCases

SALESFORCE

ShoppersExpectBrandstoMeetThemattheEdge

Morethanever,shoppersexpectretailerstomeetthemwheretheyregularly

engage,includingsocialmedia,messagingapps,andlivestreamingservices.This

isknownas“shoppingattheedge,”

whereshoppersstart—andincreasinglycomplete—abuyingjourneyoutsideofaretailer’sphysicalanddigitalspace.

Today,thisjourneyoftenstartsonsocial

media,where50%ofshopperssaytheydiscovernewproducts.Inamajorshift,

theshareofshopperswhoactuallybuyonsocialmediahasnearlyquadrupledinonlytwoyears.

59%ofshopperssaythey

havecompletedatransactiononsocialmedia,upfrom15%in2021.

Completingpurchasesovermessagingapps—likeWeChatandFacebook

Messenger—alsoskyrocketed.Thirty-sixpercentofshopperssaidthey’dboughtthisway,upfrom11%in2021—an

increaseof227%.

01

CONNECTEDSHOPPERSREPORT,5THEDITION8

ShoppersIncreasinglyDiscover,Buy,andGetServiceOutsideofaRetailer'sPhysicalandDigitalSpace

Service

31%Chat*

18%Socialmedia

18%Messagingapp

18%Videoorlivechat17%SMS/text

Discovery

50%Socialmedia

22%Influencers

14%Messagingapp

11%Live-streamvideo

8%Videoorlivechat

Buying

59%Socialmedia

36%Messagingapp

24%Voiceassistants21%Live-streamvideo20%Chat*

*Chatbots,chat,orinstantmessaging

SALESFORCE

DigitalTools

AugmentStoreExperiences

Digitalpervadesthephysicalstore

experienceforshoppers:60%of

shopperssaytheyhaveusedtheir

mobiledevicesinstoresforusecases

likeresearchingandprice-comparing

products,scanningaQRcode,or

checkingoutwithscan-and-go.Shoppersalsointeractwithassociateswhouse

mobiledevicestoseeifaproductisinstock,completeatransaction,oransweraquestion.

01

CONNECTEDSHOPPERSREPORT,5THEDITION9

ShoppersRelyonMobileTechinStores

MostCommonSelf-ServeMobileExperiencesinStores,Ranked

1Researchedaproductonlineusingamobiledevicewhileinastore

2ScannedaQRcode

3Completedanin-storepurchaseusingastore'sapponmymobiledevicewhileinstore(i.e.,scan-and-go)

MobileEnhancesStoreAssociates'Productivity

MostCommonAssociate-AssistedMobileExperiencesinStores,Ranked

1

2

3

Locatedinventoryinanotherstoreoronlineformetopurchaseand/orbedelivered

Helpedmecheckoutusingamobiledevice

Accessedmyinformation

(e.g.,myshoppinghistory,mypreferences,myloyaltyinfo)

SALESFORCE

SALESFORCE

Spotlight:

ShoppersSee

Possibilitiesin

GenerativeAI

Generativeartificialintelligence(AI),

thetypeofAIthatcreatesnewcontent

fromexistingdata,ischangingtheway

shoppersshop.How?TheyareinterestedingenerativeAItohelpthemresearch

products,getrecommendations,and

findinspirationacrossawiderangeof

productcategories.

17%ofshopperssay

they’veusedgenerativeAI

togetinspirationfor

productpurchases.

CONNECTEDSHOPPERSREPORT,5THEDITION10

ShoppersShowInterestinGenerativeAI

InterestAmongShoppersintheFollowingGenerativeAIUseCases

Researching18%34%23%12%13%

electronicsandappliances

Gettingoutfit/16%28%22%16%17%

wardrobeinspiration

Creatingmealplans15%29%23%16%18%

Gettingbeauty14%25%22%18%21%

recommendations

VeryInterestedSomewhatInterestedNeutralNotsoInterestedNotatallInterested

SALESFORCE

SALESFORCE

Spotlight:

RetailersBelieve

GenerativeAICan

Streamlineand

PersonalizeBuying

Experiences

Meanwhile,retailersseethepromiseof

generativeAIwhenitcomestocreating

smoother,morepersonalizedinteractions.

How?Bycuratingoffersandenhancingdigital

experiences,onlineandinthestore.

92%ofretailerssaytheyare

investinginAImorethaneverto

improveshoppingexperiences.

Althoughit’snotyetclearifretailersare

actuallyimplementinggenerativeAIin

theirworkflows,orstillexperimenting,

59%ofretailerssaytheyarealreadyusing

ittohelpstoreassociatesmakeproduct

recommendationstoshoppers.And

whenitcomestoonlineexperiences,

55%areexploringorusingittocreatea

conversationaldigitalassistanttohelp

onlineshoppersfindproducts.

CONNECTEDSHOPPERSREPORT,5THEDITION11

RetailersExploreGenerativeAI’sCommerceApplications

UseoftheFollowingCommerceUseCasesforGenerativeAI

Generateproductrecommendationsforstoreassociatestouseinstore

Createaconversationaldigitalshoppingassistanttohelpshoppersfindtherightproductorservice

Createvirtualmodelsforproductdetailpages

Createpersonalizedproductbundles

59%

39%

41%

55%

44%

52%

51%

46%

2%

4%

5%

3%

UsinggenerativeAIEvaluatinggenerativeAINotconsideringgenerativeAI

Base:Respondentsincustomerexperience,ecommerce/digitalstrategy,IT,ormarketingroles.

12

SALESFORCE

CONNECTEDSHOPPERSREPORT,5THEDITION

2

StoresBecome

Experience

Differentiators

CONNECTEDSHOPPERSREPORT,5THEDITION13

Digitaltransactionsareontherise,butbrick-and-mortarstoresremaincriticaltodrivingshopperengagement.Retailersareadaptingandoptimizingthestore

toremovefrictionforshoppersand

deliveringexperiencesthatwillsetthemapartfromcompetitors.

Today,manyretailersthatcarryhighly-

consideredortechnicalmerchandise

alreadydeliverhigh-touchservice,

remindingshoppersaboutthebenefitsofgoingtoastoreinperson.Retailers

areexploringadditionalservicesand

experiencesthatdifferentiatetheirstoreexperiencesfromthecompetition.Frompersonalshoppingtoholdingblowout

eventswithexclusiveproductsanddeals,theseencountersbuildloyaltybyhelpingcustomersfeelrecognized,understood,andappreciated.

02

SALESFORCE

RetailersElevate

StoreExperiences

PhysicalShoppingDeliversInstantImpact

TopReasonstoShopinaPhysicalStore

1Togetmerchandiseimmediately

2Totouchandfeelthemerchandise

3Toavoidshippingfeesforpurchases

4Totakeadvantageofin-storediscounts

5Toenjoytheshoppingexperience

RetailersLevelUpStoreServices

RetailersPlantoImplementValue-AddedServices

59%

51%

50%

44%

45%

43%

40%

36%

9%

7%

11%

5%

Spaceforevents

Virtualstylists

Appointmentscheduling

Augmentedreality

(e.g.,virtualtry-on)

CurrentlyofferthisPlantoofferNoplanstooffer

CONNECTEDSHOPPERSREPORT,5THEDITION14

Asthestrategicroleofbrick-and-mortarstoreschanges,sodotheresponsibilitiesoftheassociateswhoworkthere.Today,storeassociatesincreasinglytakeonwork

thatgoesfarbeyondcheckout

andbagging.

Retailstoreassociatesspend74%oftheirtimeonactivitiesunrelatedtocheckout.

Postingonsocialmedia,meetingwith

shoppersforvirtualstylingappointments,handlingcustomerserviceinquiries,

fulfillingonlineorders,andlast-mile

deliveryservicehavebecomepartand

parcelofstoreassociates’jobdescriptions.

02

SALESFORCE

StoreAssociatesTakeon

MoreResponsibilities

Last-miledelivery

Virtualstylist

Onlineordermanagement

Socialinfluencer

Customerservice

viachat,text,

video,orvoice

Loyaltyprogramsignups

Providingcustomerservice

Pointofsale

Storeoperationsandexecution

Creatingandmanagingappointments

Clienteling

Storefulfillment

Training

Endlessaisle

CONNECTEDSHOPPERSREPORT,5THEDITION15

Withfrontlineworkersinthestore

responsibleforagrowingnumberof

tasks,nearlyone-quarterofretailerssaythatimprovingassociateproductivityisatopopportunity.Forretailers,equippingassociateswithmobiledevicestoengageshoppers,completeoperationstasks,

andconducttransactionshasbecomeapriority.Today,anestimated32%ofstoreassociatesuseamobiledevicefortheir

job,ashareexpectedtogrowto41%inthreeyears.

Thetopusecasesformobiledevicesaretohelpshopperssignupforaloyalty

programandprovidecustomerservice.However,itisstillcomplexforastoreassociatetocompletetheirtasks:Storeassociatesmustlogintoanestimatedaverageof12systemsdaily.

02

SALESFORCE

RetailersEquipAssociates

withMobileDevices

StoreAssociatesUseMobileDevicesBeyondtheCashWrap

StoreAssociates'MobileDeviceTasks

51%

51%

44%

39%

39%

35%

34%

26%

22%

Base:ITandretail/storeoperationsrespondentsatcompanieswherestoreassociatesusemobiledevices.

Purchasedaproductonlinetopickupin-store

Wenttoastoretoreturnaproduct

Purchasedaproducttobeshippedtomefromastore

Purchasedaproductonlinetoshiptothestore

CONNECTEDSHOPPERSREPORT,5THEDITION16

Shoppersareusingstoresasfulfillmentcenters.Fifty-sevenpercentpurchasedaproductonlinetopickupin-storeand53%wenttoastoretoreturnaproduct.Thenumberofshopperswhoreturneda

productinastoregrewby13%

since2021.

Retailersareresponding:In2023,64%

ofretailersofferin-storereturnsofonlinepurchasesand58%offerbuyonline,pickupin-store.

02

SALESFORCE

ShoppersUseStores

forFulfillment

ShoppersTakeAdvantageofConvenientFulfillmentOptions

ShoppersWhoHaveCompletedtheFollowingFulfillmentActivities

57%

53%

49%

40%

RetailersUseStoresasFulfillmentCenters

Retailers'PlanstoImplementStoreFulfillmentCapabilities

64%

33%

4%

Onlinereturnstostore

61%

35%

4%

Ship-from-store

60%

37%

4%

Samedaydelivery

fromstorevia

third-party

deliveryservices

58%

38%

4%

Buyonline-

pick-up-in-store

(BOPIS)

58%

37%

5%

Samedaydelivery

fromstorewith

owndrivers

57%

38%

5%

Buyonline,

pick-upcurbside

CurrentlyofferthisPlantoofferNoplanstooffer

SALESFORCE

17

CONNECTEDSHOPPERSREPORT,5THEDITION

3

IntelligentInsights

SparkPersonalized

Engagement

Retailers'Perceived

AbilitytoUseData

toPersonalize

SALESFORCE

03Shoppersand

RetailersPrioritize

Personalization

Retailerssaytheabilitytopersonalize

customercommunicationsisatop

priority.It’seasytoseewhy:Nearlythree-quartersofcustomersexpectcompaniestounderstandtheiruniqueneedsand

expectations.*Tobreakthroughthenoise—whereone-size-fits-allcommunicationsaren’tenoughtoattractattention—

93%ofretailerssaytheyareinvestinginpersonalizationmorethaneverbefore.

Retailershavemadesignificantstridesinthisarea.Intwoyears,thepercentageofretailersthatclaimafullabilitytousecustomerdatatopersonalizeshopper

engagementhasnearlydoubledfrom32%in2021to57%in2023.

*Source:

StateoftheConnectedCustomer,FifthEdition

,Salesforce,May2022.

CONNECTEDSHOPPERSREPORT,5THEDITION18

RetailersAreActivatingDatatoEnablePersonalization

57%

Fullability

6%

Limitedability

37%

Moderate

ability

SALESFORCE

RetailersEmbracetheBenefitsof

UnifiedPlatforms

Retailersareadoptingunifiedengagementplatformstosimplifyandoperationalize

data,enablingpersonalizedandseamlessexperiencesacrosstouchpoints.Infact,

60%ofrespondentsareinthestrategy

orexecutionphaseoftheirinitiatives,

whileanother11%arealreadyrealizing

thebenefits.Someretailersstillhaveworktodo,however:59%ofrespondentssaythatmarketing,ecommerce,andservicefunctionsaremanagedthroughseparatesystemsorapplications.

83%ofshoppersaremore

loyaltocompaniesthat

deliverconsistentinteractionsacrossdepartments.*

Thedisconnectiscleartoshoppers:

Nearlytwo-thirdssayitfeelslikethey're

communicatingwithseparatedepartmentsinsteadofonecompany,*puttingcustomerretentionandloyaltyatrisk.

*Source:

StateoftheConnectedCustomer,FifthEdition

,Salesforce,May2022.

03

CONNECTEDSHOPPERSREPORT,5THEDITION19

RetailersSeeROIfromaUnifiedPlatform...

TopBenefitsofUnifiedEngagementPlatform

1Improvedpersonalization

2Simplifieddatamanagementandaccess

3Improvedstoreassociateproductivity

4Betterabilitytoopennewstores

5Moredata-drivendecisionmaking

Base:Respondentsatorganizationsexploring,implementing,orhaveimplementedaunifiedcustomer

engagementplatform.

…AndManyRetailersAreonthePath

Self-AssessedStagesofRetailers'UnifiedEngagementPlatformInitiatives

36%

24%

14%

11%

15%

0%

Exploration

Consideration

Execution

Realization

Strategy

None/

Idon'tknow

SALESFORCE

SALESFORCE

SPOTLIGHT:

GenerativeAI

IsChanging

Marketing

Retailerssayspendingislikelytorise

ondigitalchannelslikesocialmedia,

video,andinfluencers.Ontopofthis,

generativeAIappearspoisedtohelp

marketersattracttheattentionof

shoppersmoreefficiently.

Retailersseepossibilitiesforgenerative

AIwhenitcomestojumpstarting

contentcreationforchannelssuch

asdisplayads,socialmedia,andemail.

TheyalsobelievegenerativeAIwill

helpthemautomatethedevelopment

ofpersonalizedmarketingemailsand

promotionaloffers,savingtime

andmoney.

CONNECTEDSHOPPERSREPORT,5THEDITION20

DigitalReignsSupremeinMarketingSpend

TopFiveMarketingChannelswithIncreasedInvestmentPlans

1Socialmedia

2Videoads(onsocialmedia,webinars,etc.)

3Influencermarketing

4Streaming/podcastads

5Affiliatemarketingtiedwithsearchenginemarketing

Base:Respondentsincustomerexperience,ecommerce/digitalstrategy,ormarketingroles.

RetailMarketersEmbraceGenerativeAI

Retailers'UseoftheFollowingGenerativeAIUseCases

Producecreativeassetsforads,emails,socialmedia,andwebsites

Writepersonalizedmarketingemails

Createpersonalizedpromotionaloffers

Auto-generatepersonalizedproductdescriptions

58%

39%

56%

40%

44%

54%

45%

53%

3%

3%

2%

2%

UsinggenerativeAIEvaluatinggenerativeAINotconsideringgenerativeAI

Base:Respondentsincustomerexperience,e-commerce,digital/omnichannelstrategy,IT,andmarketingroles.

21

SALESFORCE

CONNECTEDSHOPPERSREPORT,5THEDITION

4

ExcellentCustomerService

isTableStakes

forShoppers

Poorcustomerservice

Damagedproducts

Out-of-stockproducts

Poorreturnpolicyorexperience

Longcheckoutlines

Havingtopayforreturns

Havingtopayforshipping

Outdatedstores

Limitedproductassortment

04

SALESFORCE

BadServiceErodesLoyalty

FactorsthatContributetoaBadShopperExperience

ShoppersWhoViewtheFollowingasAmongtheWorstRetailExperiences

53%

48%

26%

24%

23%

21%

16%

14%

13%

8%

Environmentally

unsustainablepractices

5%

Lackofpersonalized

experiencesorproducts

CONNECTEDSHOPPERSREPORT,5THEDITION22

Greatcustomerserviceisahallmark

ofshoppers’favoritebrandsandatop

reasonwhytheyprefershoppingata

givenretailer.Nothingsoursshoppers

onaretailerlikebadservice:53%of

shopperssaypoorcustomerserviceistheworstretailexperienceofall.Evenmorealarming:Another74%saythey’llabandonabrandafterthree(orfewer)badexperiences.

One-thirdofretailerscite

improvedcustomerserviceasatopopportunity.

Thebrightsideisthatgreatcustomer

serviceturnsshoppersintoloyalbrand

advocates.Infact,94%ofshopperssaygoodcustomerservicemakesthemmorelikelytobuyagain.*

*Source:

StateoftheConnectedCustomer,FifthEdition

,

Salesforce,May2022.

CONNECTEDSHOPPERSREPORT,5THEDITION23

Today,practicalperkslikefreeshipping,loyaltyprogrammembership,andeasyorfreereturnsmakeshoppersmore

likelytobuyfromaretailer.However,shoppersmayhavetoadjusttoa

newreality.

88%ofretailersplanto

implementstricterreturns

policiesforthisholidayseason.

Howcanretailersnurtureloyaltywhentheyplantorestrictakeypolicythat

shopperslike?Accordingtoshoppers,

extensiveproductvarietyandaccesstoexclusiveeventsandpromotions,amongotherfactors,goalongway.

SALESFORCE

04ShoppersExpectGreat

ServiceEverywhere

ShoppersSeekOutPracticalPerks

TopFactorsthatMakeShoppersMoreLikelytoBuyfromaBrandorRetailer

1Freeshipping

2Loyaltyorrewardsprogram(tie)

2Simpleand/orfreereturns(tie)

4Extensiveproductvariety

6Exclusiveshoppingevents(tie)

6Sustainablebusinesspractices(tie)

ServiceistheTopDifferentiatorforShoppers

TopFeaturesofShopper’sFavoriteBrands

1Providesgreatcustomerservice

2Haseasyreturnsprocess

3Offersaloyaltyprogram

4Offersexclusiveshoppingexperiencesand/orpromotions

5Caterstomyuniqueneeds

Email

Phone

Inperson

Onlinechat/livesupportwebsite

Socialmedia Text/SMSCustomerportal MobileappKnowledgebases

Onlineforms

Messengerapps

Onlinecommunities/discussionforums

Videosupport

SALESFORCE

04ServiceGoesDigital,

ButVoiceStillMatters

RetailersLeverageDigitalChannelsforService

CustomerServiceChannelsinUseAmongRetailers

79%

78%

76%

75%

75%

75%

74%

73%

73%

73%

72%

71%

69%

Source:

StateofService,FifthEdition

,Salesforce,September2022.

CONNECTEDSHOPPERSREPORT,5THEDITION24

Shoppersincreasinglyturntodigitalchannelswhentheyhaveaquestionoracomplaint.Infact,57%of

shoppersprefertoengagecompaniesdigitally.*Email,chat,socialmedia,

andtextareparticularlypopular

amongretailers.**

Whileemailhaseclipsedvoiceasthe

mostusedchannel,serviceprofessionalspreferthephonewhenanissueis

especiallycomplex:81%saythephoneisthepreferredchannelwhenashopperhasacomplicatedquestion.**

*Source:

StateoftheConnectedCustomer,FifthEdition

,

Salesforce,May2022.

**Source:

StateofService,FifthEdition

,Salesforce,

September2022.

SALESFORCE

SALESFORCE

Spotlight:

AIStreamlines

Service

Risingcasevolumesareputting

pressureonretailerstoefficientlyscale

service.Todothis,serviceorganizations

areincreasinglyturningtoAI:88%of

servicedecisionmakerssaytheiruseof

AIhasincreased.*

GenerativeAI’scapabilitieshold

promiseinservice.Retailerssee

possibilitiesforgenerativeAIinterms

ofdraftingpersonalizedresponsesto

shopperinquiries,levelingupchatbot

interactions,andautomatingthe

creationofknowledgearticles.

*Source:

StateofService,FifthEdition

,September2022.

CONNECTEDSHOPPERSREPORT,5THEDITION25

RetailersSeePossibilitiesinGenerativeAIforService

Retailers'UseoftheFollowingGenerativeAIUseCases

Generatepersonalizedresponsesforagentstoquicklyemailormessagecustomers

Powerchatbotsforservice

Automatecreationofknowledgebasearticles

Createsummariesofcustomerservicecases

57%

39%

44%

54%

44%

53%

45%

52%

3%

2%

3%

3%

UsinggenerativeAIEvaluatinggenerativeAINotconsideringgenerativeAI

Base:Respondentsincustomerexperience,customerserviceandsupport,ecommerce/digitalstrategy,andITroles.

26

SALESFORCE

CONNECTEDSHOPPERSREPORT,5THEDITION

5

RetailersSeeIncreasing

ValueinLoyalty

ProgramData

SALESFORCE

ShoppersGet

ChoosierAbout

LoyaltyPrograms

Loyaltyprogrammembersareoften

aretailer’smostvaluablecustomers

becausetheyfrequentlyoutspendothershoppers.*Thechallengeisthatsimply

offeringaloyaltyprogrammaynotbe

enoughtoinspireshopperstojoin:In

2023,shoppersbelongto3.4loyalty

programs,onaverage.Nevertheless,forretailers,loyaltyprogramsareoftenworththeeffort:58%ofshopperssayaloyaltyprogrammakesthemmorelikelytobuyfromabrandorretailer.

Thenumberofloyalty

programsshoppersbelongtohasdecreasedby21%since2021.

Source:

PaytronixAnnualLoyaltyReport

2022.

05

CONNECTEDSHOPPERSREPORT,5THEDITION27

ShoppersSeeValueinRewardsPrograms

WhatShoppersValueinLoyaltyPrograms

Earningpointstoredeem

Specialdiscountsandpromotions

Freeshipping

Birthdayperks

Freeordiscountedservices(tailoring,styling,installation)

Earlyaccesstoproductsandsales

Personalizedoffersorproductrecommendations

Redemptionpossibilitiesatothercompanies

Exclusiveaccesstolimitededitionproducts

Rewardsforsustainablepractices(e.g.,recyclingproducts)

Abilitytoconvertpointsintocharitydonations

Accesstoexperiences,suchasspecialin-storeevents

Gamificationelements(e.g.,contests)

58%

53%

44%

22%

20%

14%

11%

10%

7%