As shoppers ‘expectation‘ expectations continue to evolve, brands and retailers are under increasing pressure to provide seamless, efficient shopping experiences across digital and physical platforms. VML’s “2024 The Future Shopper” report reveals key trends that highlight how brands can stay ahead of consumer demands.
1. Omnichannel Presence Is Essential
According to the report, 64% of global consumers prefer shopping with brands that offer both physical and online stores. Additionally, 72% research products online before purchasing in-store, and 61% seek seamless communication across all sales channels. This emphasizes the need for brands to deliver consistent shopping experiences across multiple touchpoints, with the help of customer relationship management (CRM) platforms to ensure data continuity.
2. Mobile Shopping Needs Improvement
Despite the growing popularity of mobile commerce, 66% of consumers believe brands must enhance their mobile shopping experiences. Nearly half (49%) still find purchasing on mobile devices less satisfactory than desktop shopping, while 42% express frustration with mobile checkout processes. As US mobile commerce sales are expected to grow by 12.7% this year, retailers should prioritize streamlining mobile shopping and payment processes.
3. Consumers Want a Faster Path to Purchase
Speed is becoming a crucial factor in consumer decision-making, with 63% of global shoppers wanting a faster journey from inspiration to purchase. Furthermore, 31% expect online orders to arrive in under two hours. Brands can meet this demand by integrating shoppable media and reducing friction in the purchasing process, particularly as the popularity of social shopping grows.
4. Brick-and-Mortar Stores Can Learn from Ecommerce
Nearly half (47%) of consumers say ecommerce offers a better shopping experience than physical retail. While online shopping excels in variety and convenience, physical stores are valued for allowing customers to try and assess products directly. To stay competitive, brick-and-mortar retailers should enhance the in-store experience, making it more interactive while maintaining their unique strengths.
5. Direct-to-Consumer Brands Should Focus on Value
For 56% of consumers, a better price is the key driver for shopping directly from brands. Free delivery, fast shipping, and loyalty programs also play a significant role. Brands can capitalize on these preferences by offering exclusive deals through mobile apps, as nearly half of US shoppers use retail apps to find the best prices and loyalty rewards.
In 2024, brands that deliver a seamless, value-driven, and efficient shopping experience across channels will thrive in an increasingly competitive marketplace.
