Author: Outform
Document Type: Presentation
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Publication Date: 9 July 2025
From Event: Shopper Insights Seminar on 10 July 2025
What shoppers want now and in the future
The Outform presentation shares insights from a comprehensive global shopper study. This research involved a 20-minute online survey with 4,000 respondents across the UK, US, France, and Germany, covering key retail verticals such as Consumer Electronics, Beauty, Luxury, Sports, and Home DIY. The overarching finding suggests that for 2025, the focus in retail should shift from reinvention to "refinement." This means creating "less flash, more frictionless" experiences to meet evolving shopper demands. The study reveals a significant gap between high shopper expectations and current retail realities, highlighting various points of friction in the in-store journey.
Key takeaways:
Shopper Tensions and Friction Points - Despite knowing what they want, many shoppers struggle to find products and feel there's a lack of in-store product education. Additionally, frustration arises from queues, delays, and the difficulty in testing or trying products, creating significant friction points in the retail experience.
Evolving Shopper Motivations and Expectations - Shopper motivations are shifting, with declining channel loyalty indicating less attachment to specific retail channels. "Try before you buy" has emerged as the leading purchase driver, while discovery and inspiration are strong motivators for consumers to visit physical stores.
The Future of In-Store Presence - Regardless of the specific format, such as a gondola or shop-in-shop, an in-store presence must deeply resonate with the shopper's needs and preferences. Designing retail spaces to feel "just like your shopper" is crucial for achieving success in the evolving retail landscape.
Presented by Clare Cryer, VP Growth EMEA, Outform
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