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1、E X PE RT IN S IG HTS,C O N S U ME R RE S E A R CH,AND TO P IN D U S T RY T RE N D SEcommerce Pulse Report:Q4 2024SALSIFY AND DIGITAL SHELF INSTITUTE(DSI)REPORTE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 42The fourth quarter(Q4)represents the hottest time on the digital shelf for brands,retaile

2、rs,and consumers.Its pedal to the metal on all accounts.Every second,consumers are tapping“buy”online or inserting chips in-store on cards that have seen better days to ensure their holidays are special for their special someones.Brands are putting their cheeriest faces forward and watching their ho

3、liday campaign handiwork perform magic.Retailers are on omnichannel overload to ensure consumers can purchase,pick up,receive,and return seamlessly.These organizations also have to pivot for new-year goal-setting and assess performance from the past year.But how are consumers feeling behind the scen

4、es leading up to the holiday season?What ecommerce trends are they driving or reacting to?How can brands and retailers follow suit both internally and externally?Explore the first edition of the quarterly report from Salsify and the Digital Shelf Institute(DSI)your answer to keeping up with shifts i

5、n ecommerce that are susceptible to even the most subtle market changes.Its not just about the big milestones.Heres whats cooking in Q4.Ecommerce Pulse Report:Q4 2024Q4 UNWRAPPED:THE SECRET TO A SUCCESSFUL HOLIDAY SEASON AND 2025E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 4Table of ContentsEcom

6、merce Milestones.4Ecommerce Trend Spotlight.11Top Takeaways for a Successful Next Quarter.232025 Strategy:Strength in Specificity“Having a strong rationale is how youre going to make it.With that,lay out clearly where youre going to place your bets.Milestones and specificity are important.”Jie Cheng

7、,VP and Global Head of Digital Commerce,MondelzEcommerce MilestonesHOLIDAY SHOPPING,GOAL-SETTING,AND END-OF-YEAR ASSESSMENTSThis quarter is the most holiday-heavy time of year.It should also serve as a time to reconvene with your organization and align on goals for the new year,with performance anal

8、ysis driving your decisions.Source:DSIE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 45Save the Date:Major Ecommerce Events in Q1 2025Beyond the advice in this report,your business can also benefit from in-person networking and continuing education opportunities offered at upcoming ecommerce event

9、s in 2025.Many of the events listed below also offer free,on-demand sessions if youre unable to attend.EVENTDATESLOCATIONNRF Big Show“Retails largest stage”allows you to discover future industry trends,test drive the latest tech,and build valuable partnerships.Presence from more than 100 countries g

10、ather to share expert advice and insights while exploring innovative retail spaces throughout New York City.Jan.1114,2025Feb.1920,2025Feb.2427,2025New York City,New York,United StatesBerlin,GermanyPalm Springs,California,United StatesEcommerce Berlin ExpoLeading industry players and sought-after nat

11、ional and international customers gather for this conference and expo.More than 11,000 attendees are expected in 2025 from top industries,including fashion,electronics and media,health and beauty,and more.eTail WestLearn the latest insights and collaborate at the forefront of the retail revolution.A

12、ttendees range from the billion-dollar club to startups,offering a“one-of-a-kind community.”E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 46Save the Date:Cont.EVENTDATESLOCATIONDX3 CanadaCanadas biggest retail,marketing,and technology event,offering interactive installations and provocative conte

13、nt.Explore a retail summit,a marketing innovation summit,and exhibitions on the latest technology all at one event.March 45,2025March 1720,2025March 2427,2025Toronto,Ontario,CanadaLas Vegas,Nevada,United StatesPalm Springs,California,United StatesAdobe SummitGather with industry leaders from world-c

14、lass brands for innovation,insights,and more.On-demand sessions and keynotes are available,with top speakers from a wide range of industries.Shoptalk SpringPrepare to address the entire retail ecosystem,with a primary focus on the North American market.This new conference from Shoptalk offers more n

15、etworking for brands and retailers,tech companies,investors,media,and analysts.E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 47The Holiday Sprint and What To Do While Catching Your BreathThe consumers preference for a mix of both online and in-store shopping isnt new and our research shows it rem

16、ains steady at nearly half of shoppers(49%)this season.This mix presents more opportunities for your brand to get found and your shop to be visited.But it also presents more channels and touch points to track and performance analytics to pour over both during and after the holidays.(Hint:Exactly wha

17、t your brand should be doing.)Holiday Activities:Shift With Shopper Intent“Shopper intent changes from early-to mid-to late-season.Consider how your brand and category are relevant based on the shoppers mindset throughout.Then,plan your activity and budget to maximize the opportunity.That might mean

18、 launching a campaign mid-week versus on the retailers established cadence,or it might mean revising your secondary PDP image for a different occasion mid-season.”Lindsey Simcik,Digital Content Sr.Manager,Mars United CommercePerformance Tracking:Prioritize Your Partnerships“Make sure youre working w

19、ith your partners,whether its technology or individuals that syndicate out to the different retailers and then triage accordingly.What are the retailers that are most important,where the extra 10%or 15%could achieve an impactful outcome from a business standpoint?”Wayne Duan,Vice President of Altern

20、ative Revenue,Constellation BrandsSource:Unpacking the Digital Shelf PodcastAlways Watching:Keep Eyes on All Your Touch PointsIts important to have some idea of how all of your touch points are performing in the wake of all this data-gathering.Focusing on metrics from top-tier retailers is often the

21、 most valuable though its important to tailor any optimizations to each of your retailers.Tracking the right key performance indicators(KPIs),such as search rank,will also inform how well your content performs on marketplaces and organically in search engines.E C O M M E R C E P U L S E R E P O RT:Q

22、 4 2 0 2 48New Year,New You?Goal-Setting and End-of-Year AssessmentsWere not just on the cusp of a new quarter;were on the cusp of a new year.Even if your business crushed its goals in 2024,how likely do you think a repeat performance is without assessments?Here are some tips for setting goals and a

23、ssessing performance.Goal Setting:A Step-by-Step Plan“Collaborate cross-functionally to create a learning agenda with three to four measurable goals and what levers each team can pull to make progress.Ensure the goals make sense based on where your brand is on the digital shelf maturity curve(i.e.,n

24、eeding to improve content score versus taking advantage of the newest retailer functionality).Invite stakeholders to sign their names on the document,even digitally.This creates buy-in and ownership of the plan.Then schedule regular checkpoints and revisit that same document to track progress.”Linds

25、ey Simcik,Digital Content Sr.Manager,Mars United CommerceGo for Goals:Setting Goals for Digital Shelf SuccessSetting goals for digital shelf success is both an art and a science.To get the most bang for your buck out of your new year goals,they must be omnichannel-minded.Omnichannel experiences(if t

26、heyre seamless)influence even in-store shoppers if you make worthwhile online content.Assessing your contents performance and tweaking it to make it more compelling will drive more sales online and drive more shoppers in-store.While making adjustments to your content,related campaigns,media spend,et

27、c.,pace yourself during the test-and-learn process.You cant expect to accurately track the impact of 50 major changes at once.Initiatives and Testing:Maintain Control and Pace Yourself“Theres a lot you have to learn and unpack.Youve got to have a control,and youve got to have the experiment.If you h

28、ave 10 experiments and one control,youre not going to know what works,so pace yourself.”Colette Richards,Former Director of Alternative Sales and Distribution,Barcel USASource:Unpacking the Digital Shelf PodcastE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 49And though you need leadership at your

29、 organization to set priorities and establish a vision for the new year,goal-setting doesnt just fall on CEOs(but they do hold special responsibility).Its crucial to foster inter-team alignment to better allocate spend,maximize your return on investment(ROI),and pivot as necessary.Beyond potential i

30、nternal silos,proper collaboration between brands and retailers is necessary especially if youre navigating a new network connection.Its Not the End,Its a New Beginning:End-of-Year Assessments Before you or your teams submit all the PTO theyve squirreled away for the holiday season,its important to

31、plan for your organizations end-of-year assessments.Whether you begin these assessments before Q4 closes out or after,performance reviews including self-assessments,peer reviews,or 360 reviews,where feedback travels back and forth provide critical insights for starting the year strong on a personal

32、and organizational level.Navigating a New Network Connection:Keep It Open and Clear“Provide open and clear communication with the retailer on what youre experiencing.Often,there are many factors that contribute to technical challenges,and they require being passed to other teams that are not in the

33、day-to-day work of the network connection.Screenshot and keep logs of the process so its easier to reference specific things,track progress,and log what worked and didnt work.”Lindsey Simcik,Digital Content Sr.Manager,Mars United CommerceE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 0There are

34、 some questions digital leaders should ask regularly to assess and improve their performance,particularly for one-to-one meetings with direct reports and bosses,as well as end-of-year assessments.For example,directors and managers can approach assessments with a“servant leadership mindset”and ask:Di

35、d my reports have the right resources to achieve our business goals?Personal goals?Did any silos stand in the way of achieving these goals this past year?What other education and networking opportunities can I provide my reports?How have I supported digital initiatives in the past year?Individual co

36、ntributors or those completing self-assessments can use the same questions,just reframed:Did I have the right resources to achieve the businesss goals?My personal goals?Were there any silos or communication difficulties between my department and others?What other education and networking opportuniti

37、es would help me in my role and career?What role did I play in digital initiatives in the past year?Reviews and Assessments:Combine and Conquer“Its this understanding of business objectives and starting from a shared perspective of Im not going to come in here and tell you what to do.Tell me whats i

38、mportant to you,and really starting from that servant leadership mindset.”Matt Fantazier,Former Director of Digital Experience,Johnson&Johnson Consumer HealthSource:Unpacking the Digital Shelf PodcastEcommerce Trend SpotlightDECISION-MAKERS,SHOPPER FORECASTING,AND RETAIL NETWORK EXPANSIONBrands and

39、retailers planning on updating their strategy can benefit from asking:Whos who at checkout,what are they checking out,and where?These trends arent just speculation.Theyre based on Salsify intel polled directly from more than 1,000 surveyed shoppers across generation groups in the U.S.and the U.K.E C

40、 O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 2The Evolution of the Household Decision-Maker“Im not indecisive.I just cant decide.”This sentiment can represent every shopper trying to navigate the crowded digital shelf from time to time.However,someone is bound to step up and pull the trigger.If

41、your brand wants to attract this buying power from new or returning customers,its important to remember their demographics and influences.Speaker of the House:Female Decision-Makers Reign SupremeDiana Rosss famed lyric,“Its my house,and I live here,”is not only catchy but can describe the attitude o

42、f any households primary decision-maker and most of them are women.More than 90%of shoppers who answered our survey are the primary decision-makers of the household.And,93%of shoppers surveyed who identified as the primary decision-maker also identified as female,nearly 5%higher than male decision-m

43、akers.Even this small sample aligns with predictions from Nielsen that“by 2028,women will own 75%of the discretionary spend,making them the worlds greatest influencers.”Per TechCrunch,women already“control or influence 85%of consumer spending.”E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 3And

44、 They Were Roommates:Spending of Primary Decision-Makers and InfluencersSome shoppers dont always have the last word,even if theyre the primary decision-makers.For many respondents,their spouses and partners are,unsurprisingly,the members of their household who have the highest influence on their fi

45、nal buying decisions.And,beyond those whose partner or spouse is a“kid at heart,”the influence of children(30%),adult children(13%),and grandchildren(7%)cant be ignored either.When trying to connect with busy parent shoppers,its important to remember that their time,money,and patience are valuable a

46、nd limited.Seamless mobile experiences,convenience,and clear communication are crucial for gaining their attention and loyalty.Partner or spouseChild or children(under 18)Adult child or children(over 18)Roommate or roommatesParent or parents,in-law or in-lawsGrandchild or grandchildren(under 18)Othe

47、r extended family members(e.g.,siblings,cousins)No other influencersFriendsWhich Household Members Influence Final Buying Decisions for Primary Decision-Makers?70%30%13%12%11%7%7%5%1%QUESTION:IF SO,WHICH MEMBERS OF YOUR HOUSEHOLD INFLUENCE YOUR FINAL BUYING DECISIONS?SELECT ALL THAT APPLY.EXAMPLES I

48、NCLUDE REQUESTING SPECIFIC PRODUCTS OR BRANDS,HELPING WITH PRODUCT RESEARCH,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)What Percentage of Shoppers Buy More Often Due to Personalized Product Recommendations?Generation Group BreakoutE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 4Give Me More:Buying

49、 Frequency and Personalized Product RecommendationsA stronger connection with power buyers(no matter how they identify)is possible with personalization,which can be achieved in various ways.Based on a shoppers past purchases or browsing history,you can offer complementary or related product recommen

50、dations,product care instructions,information on warranties or returns,discounts and reward programs,actually personalized products,and more.Personalized product recommendations can be served up via segmented email blasts,tailored ads,next to related products on marketplaces and direct-to-consumer(D

51、TC)sites and can be particularly effective.If increasing your average order value(AOV)is a goal for 2025,or youre simply hoping to clear more inventory,personalization is an important avenue to invest in.Across generation groups,personalized product recommendations prove fairly effective.70%37%of Sh

52、oppers Buy More Often Due to Personalized Product RecommendationsQUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAV-IOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDA-TIONS BASED ON BROWSING HISTORY,CUSTOM OFFERS AND PROMOTIONS BASED ON

53、PURCHASE HIS-TORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)QUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY,CUSTOM OFFERS AND P

54、ROMOTIONS BASED ON PURCHASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers53%48%34%12%What Percentage of Shoppers Have Concerns About How Their Data Is Used for Personalization?Generation Group BreakoutE C O M M E R C E P U L S E R

55、 E P O RT:Q 4 2 0 2 41 5Choose To Use Wisely:Data Usage and Consumer ConcernShoppers strongly desire personalized experiences.However,the uncertainty of how their data is being used may stop them in their tracks.Among generation groups,concerns are highest among baby boomers.The same hesitation exis

56、ts among baby boomers toward other types of technology that utilize data to improve shopping experiences,like artificial intelligence(AI).Practicing transparency for how data is collected and used can assuage some of these fears,that is,if shoppers read your terms and conditions or posted policies.1

57、9%of Shoppers Have Concerns About How Their Data Is Used for PersonalizationQUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY,CUSTOM OFFERS AND PROMOTIONS

58、BASED ON PURCHASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)QUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY,CUSTOM OFFE

59、RS,AND PROMOTIONS BASED ON PURCHASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers15%17%17%28%Which Shoppers Will Make a New Years Resolution to Cut Back on Spending in 2025?Generation Group BreakoutE C O M M E R C E P U L S E R E

60、P O RT:Q 4 2 0 2 41 6QUESTION:DO YOU PLAN TO MAKE A NEW YEARS RESOLUTION TO CUT BACK ON SPENDING IN SOME WAY IN 2025?BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers79%82%68%42%Shopper Forecasting:What They Want and What They Expect in 2025If you want to get inside shopper

61、s minds before the new year,here are a few important insights on whats catching their eye(and what they expect)from product detail pages(PDPs),personalization efforts,and brands and retailers.Cut It:Shoppers Put Spending on the Chopping Block in 2025Many shoppers will be guarding their wallets,with

62、69%making a New Years resolution to reduce their spending in 2025.Millennials are the most likely to make this resolution at 82%,with Gen Zers and Gen Xers not far behind.However,nearly 60%of baby boomers dont plan on cutting back spending in 2025.Perhaps they dont believe in making New Years resolu

63、tions,or maybe they really dont care about curbing their spending habits as much as other generations.69%of Shoppers Will Make a New Years Resolution to Cut Back on Spending in 2025QUESTION:DO YOU PLAN TO MAKE A NEW YEARS RESOLUTION TO CUT BACK ON SPENDING IN SOME WAY IN 2025?BASE:ALL COMPLETE RESPO

64、NSES(N=1,033)What Percentage of Online Shoppers Find Enhanced Content Helpful?Generation Group BreakoutE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 7QUESTION:DO YOU FIND ENHANCED PRODUCT CONTENT HELPFUL WHEN SHOPPING ONLINE?ENHANCED PRODUCT CONTENT INCLUDES PRODUCT CONTENT THAT GOES BEYOND TH

65、E BASIC PARTS OF A PRODUCT PAGE,INCLUDING COMPARISON CHARTS,FEATURE TOURS,EXTENSIVE IMAGE GALLERIES,DOWNLOADABLE MATERIALS,VIDEOS,AND LONGER,MORE CUSTOMIZED PRODUCT DESCRIPTIONS.BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers92%93%87%74%Demure and Mindful:Enhanced Content

66、 Makes a Powerful Impression on PDPsYou dont need a reminder of the increasing vastness of the digital shelf the number of products,the number of competitors or maybe you do.How can brands expect consumers to make a decision or,more aptly,choose their products over others without engaging product pa

67、ges?Add the dazzle to your brands razzle with enhanced content,increasingly applauded by shoppers for its helpfulness.In the survey,enhanced content was defined as“product content that goes beyond the basic parts of a product page,including comparison charts,feature tours,extensive image galleries,d

68、ownloadable materials,videos,and longer,more customized product descriptions”and an overwhelming majority of online shoppers find it helpful.There are some slight differences by generation group but even with baby boomers responding the least favorably,nearly 75%of respondents find enhanced content

69、helpful.Enhanced content may differ depending on the channel or retailer youre connecting to.However,adding enhanced content to your Amazon PDPs,called A+Content,can take just a few minutes to launch.If your brand is unsure of what content to add,using AI in your ecommerce strategy can help you repu

70、rpose existing content in new ways at the very least,it can help you brainstorm what content to create.87%of Online Shoppers Find Enhanced Content HelpfulQUESTION:DO YOU FIND ENHANCED PRODUCT CONTENT HELPFUL WHEN SHOPPING ONLINE?ENHANCED PRODUCT CONTENT INCLUDES PRODUCT CONTENT THAT GOES BEYOND THE

71、BASIC PARTS OF A PRODUCT PAGE,INCLUDING COMPARISON CHARTS,FEATURE TOURS,EXTENSIVE IMAGE GALLERIES,DOWNLOADABLE MATERIALS,VIDEOS,AND LONGER,MORE CUSTOMIZED PRODUCT DESCRIPTIONS.BASE:ALL COMPLETE RESPONSES(N=1,033)Which Product Page Feature Most Influences Shoppers Final Buying Decisions?Customer rati

72、ngs and reviewsProduct title and descriptionProduct images and videosPricing and availabilityEnhanced product content(e.g.,comparison charts,feature tours,brand content)No online purchasesQUESTION:WHICH PART OF THE PRODUCT PAGE HELPS YOU THE MOST IN MAKING A FINAL BUYING DECISION ONLINE?BASE:ALL COM

73、PLETE RESPONSES(N=1,033)25%22%19%18%13%2%E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 41 8Final Destination:What Matters Most on Product PagesFor the necessities and cant-resist purchases,what parts of product pages are the most impactful for brands to focus on?Customer ratings and reviews drive

74、 final decisions a quarter of the time,underscoring their importance.Compelling visuals arent far behind.Even though baby boomers arent particularly motivated to make a New Years resolution to cut back on spending in 2025,it doesnt mean that price doesnt matter to them.Interestingly,nearly a third(3

75、1%)of baby boomers consider pricing and availability the most important influence on their final buying decision significantly more than other generation groups.What Percentage of Shoppers Are Most Influenced by Pricing and Availability?Generation Group BreakoutQUESTION:WHICH PART OF THE PRODUCT PAG

76、E HELPS YOU THE MOST IN MAKING A FINAL BUYING DECISION ONLINE?BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers19%13%15%31%What Percentage of Shoppers Expect Brands and Retailers To Deliver Personalized Shopping Experiences?Generation Group BreakoutE C O M M E R C E P U L S

77、 E R E P O RT:Q 4 2 0 2 41 9Great(Brand and Retailer)ExpectationsBefore shoppers set foot in your store or lay a finger on your PDP,they have expectations of how the experience will go.In other words,theyre the captains now,more than ever.Nearly a quarter of shoppers expect brands and retailers to d

78、eliver personalized shopping experiences.These expectations arise most from millennials and Gen Xers,with both groups having a significant amount of buying power.Ninety-seven percent of millennials and 96%of Gen Xers are the primary decision-makers of their household,the highest of all generation gr

79、oups by nearly 10%.22%of Shoppers Expect Brands and Retailers To Deliver Personalized Shopping ExperiencesQUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY

80、,CUSTOM OFFERS,AND PROMOTIONS BASED ON PURCHASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)QUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED O

81、N BROWSING HISTORY,CUSTOM OFFERS,AND PROMOTIONS BASED ON PURCHASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)Gen ZersMillennialsGen XersBaby Boomers21%27%29%7%How Many Online Retailers Do Shoppers Buy From Regularly?1310 or more4679No online purchasesQUESTION:HOW MAN

82、Y DIFFERENT ONLINE RETAILERS DO YOU TYPICALLY PURCHASE FROM ON A REGULAR BASIS?EXAMPLES INCLUDE AMAZON,TARGET.COM,TESCO.COM,CHEWY,INSTACART,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)44%38%13%4%2%E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 42 0Retail Network Expansion:Where Are Shoppers Shopping a

83、nd Why?You know by now that selling your products on just one channel isnt enough to win on the digital shelf.Consumers dont discover,consider,and purchase from just one channel their buying journeys take them to sometimes countless touch points.To start strong in the first quarter of the end of the

84、 first quarter of this century,shoppers experiences need to pack a punch.Heres where theyre shopping,with insights on how to make these experiences more enjoyable.The Regular Showing:How Many Online Retailers Do Shoppers Frequent?Though its impossible to track every buying journey of every shopper e

85、very time they make a purchase,its important to know how many retailers they shop from regularly.Generation Group BreakoutQUESTION:HOW MANY DIFFERENT ONLINE RETAILERS DO YOU TYPICALLY PURCHASE FROM ON A REGULAR BASIS?EXAMPLES INCLUDE AMAZON,TARGET.COM,TESCO.COM,CHEWY,INSTACART,ETC.BASE:ALL COMPLETE

86、RESPONSES(N=1,033)E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 42 1Gen ZersMillennialsGen XersBaby Boomers13467910 of moreNo online purchasesHow Many Online Retailers Do Shoppers Buy From Regularly?45%39%11%4%1%32%44%18%5%0%38%40%15%7%1%63%26%6%0%6%Understanding the benefits of expanding your re

87、tailer network can help you work through some potential growing pains as this push can greatly increase your reach to new shoppers.Even if you expand to just one more retailer,it could be one of three that 44%of shoppers buy from regularly.Millennials and Gen Xers,in particular,are most likely to sh

88、op from four to six retailers regularly.E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 42 2Preferential Treatment:Brands,Retailers,and PersonalizationPersonalization can take many forms not just name tokens.A nurturing customer experience should be very personal.Shoppers dont just expect personali

89、zation from brands and retailers they prefer it.Being an online retailer that offers personalization can increase the likelihood that youre among the few that shoppers frequent,especially if theyre choosy or suffering from decision fatigue.Are You Experienced?How To Make Shopping EnjoyableIf one of

90、your organizations ongoing goals isnt to make shoppers enjoy buying your products and interacting with your brand,then,respectfully,what are you doing?Not being mindful in your communications of a customers tastes,preferences,and buying stage can make your brand appear tone deaf,annoying,or just res

91、ult in your efforts being ignored and thats wasted marketing spend (and energy).Another goal to add to the list in 2025:No energy wasted by ecommerce professionals its too valuable.16%19%of Shoppers Prefer Brands and Retailers That Offer Personalized Shopping Experiencesof Shoppers Say Personalizati

92、on Makes Shopping Experiences More EnjoyableQUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY,CUSTOM OFFERS,AND PROMOTIONS BASED ON PURCHASE HISTORY,AI-POW

93、ERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)QUESTION:HOW HAS THE INCREASING USE OF PERSONALIZATION CHANGED YOUR SHOPPING BEHAVIOR?PLEASE SELECT ALL THAT APPLY.EXAMPLES INCLUDE PERSONALIZED PRODUCT RECOMMENDATIONS BASED ON BROWSING HISTORY,CUSTOM OFFERS,AND PROMOTIONS BASED ON PURCH

94、ASE HISTORY,AI-POWERED PRODUCT SEARCHES,ETC.BASE:ALL COMPLETE RESPONSES(N=1,033)E C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 42 3Top Takeaways for a Successful Next QuarterTo end 2024 with a boom and start 2025 with a bang,your business has to go beyond the basics both in your processes and on y

95、our PDPs.This requires a commitment to assessing the past years performance,consulting your teams,lending necessary support,and setting aligned goals.Here are the top four takeaways for a successful next quarter.1.Aligned goals equal powerful organizations:Effective goal-setting cant happen in silos

96、 it requires cross-departmental,brand,and retailer collaboration and leadership support(and,if your organization has any silos,a first quarter Q1 goal should be removing them).2.Better assessments start with better questions:End-of-year assessments and reviews can be intimidating,confusing,and maybe

97、 even boring brainstorming open,honest Q&A formats for directors,managers,and reports to use will drive positive change.3.Personalize prolifically:Consumers not only prefer personalization(particularly personalized product recommendations),but they expect it and often purchase more because of it get

98、 creative with how you connect to different customer segments.4.Enhance your PDPs,enhance your performance:Enhanced content wins the favor of nearly all consumers repurpose existing content to build out your below-the-fold with quick how-tos,comparison charts,videos,reviews,Q&As,and so on.This poten

99、t combination will not only propel your organization into Q1 with confidence,but into its next stage of growth on the digital shelf.REQUEST DEMOVISIT WEBSITEAbout the AuthorsE C O M M E R C E P U L S E R E P O RT:Q 4 2 0 2 4Salsify helps thousands of brand manufacturers,distributors,and retailers in

100、 over 140 countries collaborate to win on the digital shelf.The Salsify Product Experience Management(PXM)platform enables organizations to centralize all of their product content,connect to the commerce ecosystem,and automate business processes to deliver the best possible product experiences acros

101、s every selling destination.Learn how the worlds largest brands,including Mars,LOral,The Coca-Cola Company,Bosch,and ASICS,as well as retailers and distributors,such as DoorDash,E.Leclerc,Carrefour,Metro,and Intermarch,use Salsify every day to drive efficiency,power growth,and lead the digital shelf

102、.The Digital Shelf Institute(DSI)shapes the future of the commerce industry and contributes to its growth through community,content,and education.Become a member of the DSI to unlock career growth,drive organizational improvement,and foster industry advancement through collaborative leadership and p

103、roblem-solving.BECOME A MEMBERVISIT WEBSITEAGE1827:132(24.77%)2743:136(25.52%)4459:145(27.20%)6078:120(22.51%)AGE1826:116(23.20%)2743:141(28.20%)4459:132(26.40%)6078:111(22.20%)GENDERFemale:261(48.97%)Male:272(51.03%)Non-binary:0A gender not listed here:0Prefer not to answer:0GENDERFemale:250(50%)Ma

104、le:250(50%)Non-binary:0A gender not listed here:0Prefer not to answer:0U.S.Consumer Survey:533 ParticipantsU.K.Consumer Survey500 ParticipantsMethodologySalsify surveyed 1,037 participants,resulting in 1,033 completed responses comprising 533 shoppers from the U.S.and 500 shoppers from the U.K.The r

105、esearch excluded incomplete or partially filled surveys to ensure the accuracy and reliability of the data.Salsify administered the survey using SurveyMonkey and collected data on August 12,2024.The research employed a stratified sampling method to encourage balanced,comprehensive,and diverse repres

106、entation,including a goal of 25%of survey respondents for each age group(ages 1827,2843,4459,6078),a balanced gender ratio,and a balanced division between the U.S.and the U.K.U.S.margin of error:+/-4.331%U.K.margin of error:+/-4.472%The research objective was to comprehensively understand consumer preferences,behaviors,and attitudes throughout the buying journey.