Physical Retail Stages a Comeback and Mobile Shopping Dominates In New 'Future Shopper Report'

In its eighth edition, VML's anticipated 'Future Shopper Report 2024' captures a global snapshot of the modern shopper. The report surveys 31,500 consumers across 20 countries and reveals a dynamic retail landscape challenging established trends and ushering in new opportunities for brands. This year's report highlights new trends taking shape—consumers are becoming more open to physical shopping experiences again; marketplaces' grip on their dominant position in the customer journey is...

New York, 18/09/2024 (informazione.news - comunicati stampa - economia)

In its eighth edition, VML's anticipated 'Future Shopper Report 2024' captures a global snapshot of the modern shopper. The report surveys 31,500 consumers across 20 countries and reveals a dynamic retail landscape challenging established trends and ushering in new opportunities for brands.
This year's report highlights new trends taking shape—consumers are becoming more open to physical shopping experiences again; marketplaces' grip on their dominant position in the customer journey is weakening; and the impact of new technologies like AI changing what we sell, how we sell it, and who we sell it to.
Beth Ann Kaminkow, Global Chief Commerce Officer, VML said : “The new era of consumers is upon us. Demanding to be at the center of their own immersive omnichannel universe, brands and retailers are still playing catch-up on the new rules of commerce. Through this report, VML continuously seeks to better understand our future shopper—uncovering what drives them to discover, engage and ultimately, purchase—to help marketers redefine how they drive brands and businesses.”
Neil Dawson, Global Chief Strategy Officer, VML said : “Shopping today is multi-faceted, multi-platform and more integrated than ever before. Matched to savvy consumers, the need for advanced and connected customer journeys is critical to success. Brands must understand and adapt to evolving shopper habits and that's precisely what the Future Shopper report explores—ensuring that we stay ahead of key trends that drive business.”
Report highlights include:

The Future Shopper 2024 report is the industry's most comprehensive survey of global shoppers, reaching consumer respondents in 20 countries including  Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Italy, Mexico, Netherlands, New Zealand, Peru, Saudi Arabia, South Africa, Thailand, UAE, UK, and US.  

Download and view the full report here .

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For more information, contact:
Jinie.Kwak@vml.com
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is a leading global marketing and systems integration partner, specializing in creating innovative solutions for business transformation. VML is celebrated for its award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML's global network is powered by 28,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. 

VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com , and follow along on  Instagram ,  LinkedIn , and  X . #WeAreVML 


Methodology
In The Future Shopper 2024 report, 31,500 shoppers across 20 countries were surveyed. In order to qualify respondents had to have shopped at least once online in the preceding month. The surveys took place in: Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Italy, Mexico, Netherlands, New Zealand, Peru, Saudi Arabia, South Africa, Thailand, UAE, UK, and US, between the 22.05.2024 – 05.06.2024. Research was conducted on behalf of VML by Censuswide, who abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.