1TABLE OF CONTENTS
RETAILER STORIES
We’re Far Beyond Omni-channel Now Page 2
The Pillars of Shopper-First Retailing---Page 3
The Evolving Storefront-------Page 4
Immersive Intelligence-------Page 10
Mobile: The Digital Compass ----------Page 14
Flattening the Funnel --------Page 21
The Path Forward ------------Page 27
Pier 1 Imports-------Page 8
Cotton On ---------Page 13
Engelhorn ----------Page 20
Orchestra-----------Page 26
A 3-DIMENSIONAL ANALYSIS
300 Million Shoppers
6 Country Survey
DOZENS of Retail Expert InterviewsWe’re Far Beyond Omni-channel Now.
Malls, retail stores, digital experiences and organizational
structures are all being reimagined.To understand this
landscape, SapientRazorfsh and Salesforce have partnered
to conduct groundbreaking research that reveals new
patterns of shopping behavior and new opportunities for
retailers. Together, we have created a frst-of-its-kind study
that quantifes new patterns of behavior, and identifes the
crucial new rules of retail.
With insights provided by the Salesforce Shopping Index,
which looks at the shopping activity of more than 300
million shoppers worldwide, a sweeping global consumer
survey examining the preferences and motivations of 6,000
shoppers across six countries and dozens of interviews
with retail experts in technology and customer experience,
this study combines the perspectives of the consumer and
the retailer alike.
We looked specifcally at shopping behaviors afecting
three primary categories: Apparel, Housewares, and
Health and Beauty. We chose these categories to examine
shopping behaviors for items that are for trend-infuenced
products that could be accessed across varying digital
devices and in-store.
Our analysis distinguishes shoppers around two prima-
ry segments of the purchase path: browsing and buying
– we refer to these shoppers as “browsers” and “buyers.”
We found that shopping behaviors varied depending on
whether consumers were simply browsing or whether
they’d made the decision to purchase.
For CEOs, CMOs, and other retail executives, this is an
important time to look at what techniques are working
around the world to respond to and accelerate your busi-
ness.
To help guide your next moves, we’ve also developed a
retail playbook
based on this research that will help you
connect the dots across technology, business, and
consumer behaviors.
There were several key conclusions
from our research:
Even among technology-savvy Gen Z shoppers,
58% prefer the physical store shopping experience.
by nearly a 2:1 margin, 60% on respondents are likely
to start their hunt on digital, versus just 37% in the
physical store.
and are fnding ways to make these channels work
together seamlessly. Our interviews found that
in-store activity generates nearly half of all e-com
merce activity for leading retailers.
experiences matter: 26% of respondents have attended
events in-store, and 58% reported they were more
likely to make a purchase from that store in the future.In-Store Drives Nearly Half of E-commerce Sales: Te store’s role 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 e-commerce activity for leading retailers. Retailing
today is about optimizing the integration to form a unifed whole.
Using AI to Connect Shoppers with Products: An appealing shopping experience is contingent on a retailer successfully
connecting shoppers with products. Te days of “Merchant Princes” selecting styles for customers and telling them what
to buy are over. Instead, 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 ofers are the experiences most likely to increase return trafc to stores.
Shoppers Migrate Engagement Towards Phones: Digital is directing shopper engagement, and personal devices are
increasingly the doorway to retailers. Mobile is the shopping companion, expanding the core engagement, pre-, during, and
post-purchase. Our data shows that 59% of global shoppers have used their mobile phone in the store in the past 30 days,
52% of all e-commerce trafc globally is from mobile devices, and order share on mobile devices has improved 81% since
2015. And beyond digital, shoppers are choosing to use their phones while shopping in physical stores.
Increasing Shopping Efciency: Our research identifed several opportunities for retailers to accelerate the shopping path:
specifcally the importance of representing the brand in consumer platforms, and the benefts of increased conversion and
reduced fraud with device-integrated mobile payments, like Apple Pay. Several markets – notably the UK – are leading
when it comes to tap-to-pay systems. 52% of all transactions are now done with mobile devices in the UK.
We’ve also developed a
retail playbook
to help executives gauge their performance to date. It can be found at
SapientRazorfsh and at commercecloud.24
Our analysis revealed four strategic pillars that collectively set the foundation of Shopper-First Retailing:
The Evolving Storefront
Immersive Intelligence
Mobile: The Digital Compass
Flattening the FunnelFINDINGS
1. The Evolving Storefront:
Unifying the physical and online
experiences
Te burden of the store has never been greater. Te value
of the store is more than its sales foor: while 59% of 18
to 24 year olds in our study prefer the physical store
experience, most (60%) still start their hunt with digital
channels (Figure 1)1. Other studies are consistent, with 64
percent of Generation Z preferring to shop in the bricks
and mortar channel, despite being the youngest and most
tech-savvy group of shoppers2. Its members still value the
physical experience of stores.
Te immediate gratifcation of shopping in-store and
leaving with product in-hand plays to the desires of the
digital shopper. Our consumer survey showed that 79%
of respondents felt that leaving a store with a product
in-hand was very important or important.
Furthermore, for those competing with Amazon (a major
force in 4 out of 6 of the global markets we studied), the
stores represent a major competitive advantage. As Sta-
cey Renfro, Senior Vice President E-commerce at Pier 1
Imports, noted, “25% of the sales are done from within the
four walls of the store with sales associates. Further, buy
online and pick up in-store accounts for approximately
25% of net sales. Te two channels are highly integrated.”
“25% of the sales are done from within the four walls of
the store with sales associates. Further, buy online and
pick up in-store accounts for approximately 25% of net
sales. The two channels are highly integrated.”
– Stacey Renfro, Senior Vice President E-commerce, Pier 1 Imports
THE RETAIL
PLAYBOOK:
HOW DOES
THIS ALL COME
TOGETHER
How do you know if you’re on
track to be a high-performing
organization We’ve developed a
checklist to help executives evaluate
and benchmark their organization
relative to leading frms.
1A portion of this may be due to the fact that younger customers have fewer credit cards available to them.
2 “64% of Gen Z prefer stores,” FierceRetail, accessed June 14, 2017, ferceretail/operations/64-gen-z-prefer-stores
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