Salesforce Report Highlights Next Gen Shopper Trends
August 4, 2025
Retail is undergoing a significant transformation. The lines between physical and digital are blurring, AI is starting to guide both operations and customer decisions, and loyalty is shifting from discounts to experiences.
Salesforce’s sixth edition of the Connected Shoppers Report, based on insights from over 8,000 shoppers and 1,700 retail leaders worldwide, sheds light on how brands are adapting to this rapidly changing landscape.
1. Stores Remain Relevant but Reinvented
Though digital channels continue to rise, brick-and-mortar stores remain vital. Consumers expect 41% of their purchases to still occur in physical locations by 2026. However, these stores now function as service centres, community spaces, and fulfilment hubs. 60% of retailers offer in-store services like tailoring and customisation, while 56% support click and collect and delivery from store options.
Younger generations lead the charge in blending online tools with in-store behaviour. They access loyalty programs, scan QR codes, or even order from competitors while physically in the store.
2. Unified Commerce: Imperative but Incomplete
88% of retailers call unified commerce very important or critical to their business. Yet only 15% have achieved full operational integration. Retailers struggle with siloed systems, legacy tech, and fragmented customer data. These issues not only hamper AI adoption but also frustrate both associates and shoppers.
Store associates now juggle an average of 16 different systems, and nearly nine in ten say their roles are broadening. As customer journeys grow more complex, businesses are racing to implement unified systems to bridge the gap.
3. AI Agents Are Gaining Traction and Trust
The report confirms a seismic shift in AI usage across retail. Today, 84% of retailers use some form of AI, and 43% are already piloting autonomous AI agents. These agents help automate tasks across customer service, marketing, and inventory, lighten workloads and reduce costs.
Gen Z and millennials lead the way as early adopters of AI-assisted shopping. 63% of Gen Z shoppers say they want product recommendations from AI agents, compared to just 23% of baby boomers.
Despite privacy concerns, 8 % of retailers trust AI agents to act autonomously within appropriate safeguards.
4. Loyalty Programs Evolve from Points to Personalisation
Loyalty remains a moving target. 74% of shoppers switched brands in the past year, citing high prices, poor service, and inconsistent quality. Retailers are responding with more sophisticated loyalty structures. Beyond basic points systems, programs now feature experiential rewards, gamification, and co-branded services.
84% of loyalty members say these programs increase their likelihood to repurchase. However, success depends on seamless execution. 35% of shoppers belong to loyalty programs they have never used, underscoring the need for ease, relevance, and integration.
5. New Revenue Models Gain Momentum
Retailers are also diversifying business models. The rise of retail media networks, paid loyalty tiers, and technology licensing is enabling new value streams beyond product sales. 44% of retailers now monetise tech services, while others are moving into sectors like healthcare, finance, and logistics.
This shift points toward a broader redefinition of what it means to be a retailer in an AI-powered, experience-driven economy.
How Retailers Can Respond
To stay relevant and competitive in this rapidly shifting landscape, retailers must rethink not only what they offer but how they operate. First, the physical store must evolve into a high-performance media and service environment. This means leveraging digital signage and smart tools that add value on both operational and experiential levels, turning each visit into a data-informed opportunity for engagement.
At the same time, integrating systems across physical and digital touchpoints is no longer optional. Unified platforms that provide a single view of customer data, inventory, and behaviour are essential for delivering consistent experiences and unlocking the full potential of AI.
AI itself must be implemented strategically. The greatest gains will come from customer-facing applications that reduce friction and enhance service, such as real-time product discovery, personalised messaging, and automated support. These tools do not just streamline processes; they elevate the entire shopping experience.
Loyalty also requires a new lens. Instead of relying solely on transactional rewards, retailers should focus on cultivating emotional engagement. Exclusive content, immersive in-store experiences, and gamified interactions can help transform casual buyers into brand advocates.
Finally, as shopper attention becomes an increasingly valuable asset, forward-thinking retailers will look to monetise it. Building internal infrastructure or partnering with retail media networks enables brands to generate new revenue streams from their existing audience, whether through data insights, branded content, or digital ad placements within the store.
Retailers that act now, integrating technology, reimagining loyalty, and building media-ready environments, will not only keep pace with evolving expectations but help shape the future of retail itself.
Download the report
Download and read the sixth edition of salesforce connected shoppers report here
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