Salesforce report: many UK shoppers keen to use generative AI for purchase inspiration
Salesforce has released its annual Connected Shoppers report featuring feedback from 2,400 shoppers and 1,125 retail decision makers in 18 countries, including the United Kingdom.
This finds that generative artificial intelligence is already making an impact on retail, with more shoppers turning to it for purchase inspiration.
UK data highlights from the research include:
93% of UK retailers say they’re investing more than ever in AI, as continued uptake of the technology sees 35% of UK shoppers expressing an interest in using generative AI to research and recommend new appliances and electronics
53% of UK shoppers report having made a purchase on social media - up from 6% in 2021
Two thirds of UK transactions will take place over digital channels in 2023, a figure expected to rise to 64% in 2025
The role of the physical store continues to evolve
Retailers and consumers are also infusing digital commerce into the bricks and mortar experience, including equipping store staff with mobile devices. An estimated 27% of UK shop assistants use mobile devices as part of their jobs today, a figure expected to rise by 32% by 2026.
Assistants use their devices for a variety of tasks, with loyalty programme sign ups, customer service, and Point of Sale activities being the most common.
Today’s UK shoppers still seek an in-store experience, mainly to touch and feel merchandise, make instant purchases and enjoy the overall experience. But now stores are taking on a dual purpose as they are increasingly being used as e-commerce fulfilment centres. 53% of UK retailers offer buy-online-pickup-in-store service, and 57% offer ship-from-store.
The need to expand beyond traditional loyalty programmes
Earning and maintaining customer loyalty is becoming an increasingly difficult, and important, task.
UK shoppers belong to an estimated average of 3.8 loyalty programmes — unchanged since 2021. This is higher than the global average of 3.4, which is down from 4.3 in 2021.
UK retailers are increasingly leaning into loyalty programmes to retain their most loyal customers and increase their engagement with the brand. Today 85% of UK retailers offer such programmes, which is higher than the global average of 75%.
Showcasing differentiated perks and experiences and expanding beyond tried and true points programmes can increase loyalty. Regardless of which types of loyalty programmes retailers pursue, they must contend with a list of challenges that prevent them from realising return on investment, particularly insufficient customer insights and a lack of agility in response to changing marketing opportunities and competition.
“Generative AI is a game changer for UK retailers and shoppers are eager to use this technology to experience greater engagement on and offline from brands,” says Navkinder Sanghera, Head of UK Retail and Consumer Goods, Salesforce.
“Our research highlights the opportunities to streamline customer journeys and foster deeper relationships through personalisation, and the transformative impact this can have on delivering more efficient ways of doing business and driving loyalty.”
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