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1、CONSUMER NAVIGATOR JANUARY 2025Retail&Shopping 2025ABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded in the first week of January 2025,before the presidential inauguration Distributed among a random sample of 1

2、,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)0203CONTENTS01 Top Consumer Insights02 Conflicting Views on Ads&Personalization03 The Rise of Fast Commerc

3、e04 The State of Retail Memberships05 Closing Thoughts0404TOP CONSUMER INSIGHTSSOCIAL MEDIA IS BECOMING TOO COMMERCE-OBSESSEDHalf of consumers say there are too many ads on social media platforms,and this may be why less than 1 in 5 report shopping directly through these platforms on a regular basis

4、.There is an opportunity for brands to stand out by looking to invest in fewer,higher quality ad placements.AS A TRUSTED SOURCE,RETAILERS ARE THE BEST ALLIES FOR BRANDS3 in 4 consumers report paying close attention to the products they see being advertised by the retailers they shop at,both online a

5、nd in-store.Additionally,retailers are seen as a trusted source of influence when it comes to choosing between products and a better channel for product exploration compared to social.PRICES PUT FAST COMMERCE PLATFORMS ON THE MAP,EVERYTHING ELSE IS KEEPING THEM ON ITIn only one year o so,fast commer

6、ce platforms have gained massive popularity among U.S.consumers.While most consumers are attracted to these platforms by lower prices and the thrill of the deal,a large share report that the shopping experiences being delivered by them are easy and convenient and that the quality of the products pur

7、chased is actually surprisingly good.The pressure is on for higher end commerce sites/apps.TRENDY IS ONLY SOMEWHAT ATTRACTIVEAcross all cohorts,Gen Z included,long-lasting items are preferred to trendy ones even when the lower prices offered by fast commerce platforms are part of the equation.And Ge

8、n Z specifically continue o care about sustainability as much as they do about convenience.The rise of fast commerce doesnt mean utilitarianism is winning.RETAIL MEMBERSHIPS ARE IMPROVING BUT CONSUMERS WOULD STILL LIKE TO NEED FEWER OF THEMWhile 4 in 10 respondents report that these programs have im

9、proved compared to 2 years ago,a similar share says theyd like fewer memberships that address a broader range of shopping needs.In fact,almost half of consumers say they are currently participating in two memberships tops(usually with general retailers like Amazon Prime,Walmart,or Costco).NONETHELES

10、S,TARGETED RETAIL MEMBERSHIPS ARE STILL RELEVANT FOR AUDIENCESGen Z and Women over-index in taking part in beauty retail memberships(e.g.,Sephora,Ulta),while Millennials are more likely to have direct relationships with apparel brands(e.g.,Nike,Adidas).And specialty retailers(e.g.,REI,Home Depot)gar

11、ner more favour among Boomers.0505Conflicting Views on Ads&Personalization010606Overall sentiment about exposure to ads while shoppingWhen shopping through the following channels,how do you feel about the number of advertisements you see?39%39%27%27%25%25%18%18%16%16%14%14%13%13%34%34%60%60%61%61%62

12、%62%70%70%67%67%59%59%6%7%7%6%6%10%7%10%14%21%7%7%10%7%9%14%Social media platformsOnline marketplacesRetailer websites/appsIn(convenience)storeIn(bix box)storeIn(grocery)storeIn(dollar)store)Too manyJust rightToo fewI dont shop hereAveraged by omitting consumes that dont shop through select channels

13、.Most consumers are comfortable with the number of ads they see while shopping but are more likely to say there are too many on online channels.25%66%9%Too manyJust rightToo few75%Feel they see the the right amount right amount or too too few ads few ads while they shopIn particular,4 in 10 feel the

14、re are too many ads on social media platforms.0707Sentiment about exposure to ads while shopping ON SOCIAL MEDIAAGREE:“I see too many ads when I shop through social media”52%52%47%47%39%39%40%40%52%52%61%61%MenWomenGen ZMillennialsGen XBoomersAveraged by omitting consumes that dont shop through soci

15、al media.Almost half of consumers who shop through social media believe that there are too many ads on social platforms.49%43%8%Too manyJust rightToo few49%Feel they see too too many ads many ads when they shop through social mediaThe sentiment is driven by Men and older consumers.0808How often do y

16、ou buy products directly through social media?This might be why less than 1 in 5 shoppers buy products directly through social media platforms on a regular basis.9%9%16%13%16%36%DailyWeeklyCouple times a monthCouple times a yearOnce a year or lessNever18%Shop through social through social media medi

17、a at least once a weekIn fact,more than a third of consumers report NEVER using social media to buy directly.1 in 3 1 in 3 say they nevernever use social media to shop090911%11%7%7%18%18%15%15%9%9%0%0%8%9%15%14%6%3%17%16%30%20%17%9%13%13%15%14%17%10%16%17%12%15%16%19%35%38%9%21%36%57%MenMenWomenWome

18、nGen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomersDailyWeeklyCouple times a monthCouple times a yearOnce a year or lessNeverGen Z are more likely to use social media platforms to shop at least once a week.Conversely,more than half Boomers report never using social media to shop.How often do y

19、ou buy products directly through social media?010010Compared to retail channels(such as shopping in a Walmart store or on their app),how would you rate social media for the following attributes?On average,6 in 10 say that retail channels are better.However,social media garner significantly more favo

20、ur when it comes to the discovery of new products and personalization,compared to other attributes such as trustworthiness and helpfulness of product info.Social medias strength is product discovery but on all other attributes retail is by and large rated to be superior.26%26%10%10%27%27%25%25%42%42

21、%33%33%25%25%11%11%11%11%11%11%13%13%10%10%11%11%13%13%62%79%62%62%48%56%62%AverageTrustworthinessConvenienceHelpfulness of product infoDiscovery of new productsPersonalizationPricing&discountsSocial media is betterThey are the sameRetail channels are better01101147%47%25%25%19%19%9%9%Friends&family

22、 reccosRetailersPublications(e.g.reviews,blogs,articles)Influencers/creatorsWhose recommendations influence you THE MOST when deciding what to buy?TOP 3:Sources that influence you THE MOST when buyingAs a result,retailers are second only to friends&family recommendations as a source of influence for

23、 consumers when deciding what to buy.MENWOMENFriends&family reccosFriends&family reccosRetailersRetailersPublicationsPublicationsGEN ZMILLENNIALSFriends&family reccosFriends&family reccosRetailersRetailersInfluencers/creatorsPublicationsGEN XBOOMERSFriends&family reccosFriends&family reccosRetailers

24、RetailersPublicationsPublications1 in 4 consumers say retailers are the source they trust the most.Influencers/creators are the least trusted source but garner more favour among Gen Z shoppers.01201257%57%40%40%31%31%26%26%25%25%16%16%Limited time offers or discountsProduct reccomendationsAvailabili

25、ty/restocking of itemsUpdates on trending/popular itemsHow-to-content tutorialsI dont find advertising content helpfulWhat type of advertising content do you find most helpful while you are shopping?TOP 3:Most helpful type of advertising contentLimited time offers and product recommendations are the

26、 type of advertising content consumers find most helpful.MENWOMENLimited time offersLimited time offersProduct recommendationsProduct recommendationsAvailability or restocking of itemsAvailability or restocking of itemsGEN ZMILLENNIALSLimited time offersLimited time offersProduct recommendationsProd

27、uct recommendationsUpdates on trending itemsAvailability or restocking of itemsGEN XBOOMERSLimited time offersLimited time offersProduct recommendationsProduct recommendationsAvailability or restocking of itemsI dont find advertising helpfulThis is consistent across all cohorts.Ads that reflect the

28、availability or restocking of items are also found helpful,but Gen Z prioritize updates on tending items above it.013013Online shopping experiencesOnline ads is the only category in which they see content being significantly personalized a little better than it was in 2024.Across the board,consumers

29、 feel that retailers and brands are not doing as good a job at personalization as they did last year.30%30%36%36%52%52%47%47%19%17%2024202420232023Online ads29%29%27%27%46%46%48%48%25%25%2024202420232023In-store shopping experiences22%22%31%31%36%36%31%31%41%38%2024202420232023In-store ads18%18%22%2

30、2%32%32%36%36%50%42%2024202420232023Significantly personalizedSomewhat personalizedNot personalized at allTo what extent do you feel the following were personalized to your preferences over the last 12 months?0140148 in 10 consumers say that among equally convenient options they prefer buying from b

31、rands and retailers that deliver inspiring and delightful shopping experiences.This might be why the concept of personalization is less popular among consumers compared to last year,despite the fact they report craving inspiration and delight.AGREE:“I expect personalized shopping experiences from br

32、ands and retailers,both ONLINE and IN STORE”AGREE:“Among equally convenient options,I prefer buying from brands and retailers whose shopping experiences INSPIRE and DELIGHT me”20232024202520232024202557%76%61%69%82%84%0150153 in 4 shoppers report paying close attention to this type of content.Attent

33、ion to products being advertised by retailers continues to be significantly high,when consumers are shopping both IN STORE and ONLINE.AGREE:“I pay close attention to the products advertised by the retail/grocery stores I visit when Im shopping IN STORE”AGREE:“I pay close attention to the products ad

34、vertised by the online retailers/marketplaces that I visit when Im shopping ONLINE”20232024202520232024202557%61%75%67%74%74%=016016Younger generations are less likely to say they look forward to in-store shopping as an event compared to last year,while we see an increase among older consumers.In-st

35、ore shopping continues to be an attractive event to consumers,but they are enjoying the social aspect of this activity less than they did last year.AGREE:“Shopping in store is an EVENT I LOOK FORWARD TO”AGREE:“I enjoy the SOCIAL ASPECT of shopping in store”=no change YOY=no change YOY-9 pts.YOY9 pts

36、.YOYGen ZMillennialsGen XBoomersGen ZMillennialsGen XBoomers72%72%80%80%76%76%64%64%70%70%74%74%63%63%59%59%73%67%-7 7-2 2+3+3+2+2-4 4-4 4+12+12-9 9017017Would you like to experience the following more or less often when shopping IN-STORE?They are more open to loyalty card scanning to receive person

37、alized offers.But a majority rejects facial recognition or license plate scanning as a way for retailers to determine the identity of shoppers.Consumers are somewhat skeptic of tech-enabled experiences that could enable more personalization when shopping IN STORE.14%14%20%20%11%11%12%12%33%33%10%10%

38、28%28%34%34%27%27%22%22%41%41%20%20%19%19%19%14%12%14%39%27%43%51%14%56%Push notifications on your phone that welcome you to the storePush notifications to your phone that alert you of dealsKiosks or video screens that welcome you to the storeFacial recognition technology to personalize communicatio

39、nsLoyalty card scanning to receive personalized offersLicense plate recognition technology in parking lotsMore oftenAs much as nowLess oftenIm not open to this experience at allAVG.More often17%018018Would you like to experience the following more or less often when shopping ONLINE?Once again.experi

40、ences tied to their loyalty programs garner most favour.They are also quite open to real-time updates based on weather and traffic and to receiving comms tied to perks and programs they have in place with 3rd parties such as air travel or credit card providers.Consumers are more open to tech-enabled

41、 experiences that enable personalization when they are shopping ONLINE.19%19%17%17%23%23%12%12%26%26%19%19%23%23%44%44%46%46%41%41%37%37%49%49%38%38%37%37%15%15%16%19%11%17%16%22%21%20%32%14%27%24%Location-based comms(e.g.,recognizing nearest store)Comms about store features(BOPIS,curbside,etc.)Real

42、-time updates(e.g.,weather or traffic based)Comms addressing you by nameUpdates reflecting your loyalty status(e.g.,points,redeem opps)Personalized reminders for items youre running low onExclusive perks or offers tied to othe brands(e.g.,airline points)More oftenAs much as nowLess oftenIm not open

43、to this experience at allAVG.More often20%019019Have you interacted with TV content to explore products?19%19%16%16%26%26%26%26%19%19%7%7%24%19%35%30%23%9%18%16%17%19%16%17%7%9%17%25%43%68%MenWomenGen ZMillennialsGen XBoomersI used my remote to click on a commercialI have scanned a QR code displayed

44、 on my TV screenI havent but Im inteestedI havent and Im NOT interested4 in 10 consumers have interacted with content on their TV to explore products to shop,but a similar share have not and are not interested in doing so.18%21%17%44%I used my remote to click on a commercialI have scanned a QR code

45、on my TV screenI havent but Im interestedI havent and Im NOT interested39%Have interacted with interacted with content on their TV content on their TV to explore productsIn particular,Women and older consumers are not interested in exploring this avenue.020020020When it comes to ads,context(vs.inter

46、ruption)is everything.Consumers report paying close attention to ads pushed by retailers if they are presented to them during a dedicated(in store or online)shopping visits.Their dissatisfaction with the quantity of ads they are exposed to when visiting social media platforms stems from the fact tha

47、t,while they do occasionally shop through these platforms,they are subjected to this type of commercial content even when they are only there to enjoy the entertainment.Consumers crave personalization,but are skeptic of intrusive tech.The perception of brands and retailers doing a less good job at p

48、ersonalization might be driven by the multiplication and fragmentation of shopping channels.Consumers are resisting new technology such as facial recognition,while there is more tolerance for personalization tech when shopping online and when the existing relationship(e.g.,a loyalty program)between

49、the consumer&the retailer/brand is mentioned.As a trusted source,retailers can really move the needle for brands.Not only do consumers pay close attention to the ads pushed by retailers while they are shopping both in-store and online,retailers are also reportedly a very trusted source for inspirati

50、on when choosing between products.The role of the store as a gathering source where products,information,and socialization come together continues to be very important to shoppers.Investments in retail media can enable brands to win the favour of shoppers on the fence.IMPLICATIONS FOR MARKETERS02102

51、1The Rise of Fast Commerce02022022How often do you shop on fast commerce platforms?7%7%5%5%16%16%9%9%5%5%1%1%14%11%20%19%15%4%19%21%25%27%21%12%13%14%15%14%15%11%10%14%11%13%12%11%37%36%13%18%33%61%MenWomenGen ZMillennialsGen XBoomersDailyWeeklyCouple times a monthCouple times a yearOnce a year or l

52、essNever1 in 5 U.S.consumers shop on fast commerce platforms like Temu,AliExpress,Amazon Haul on a regular basis.6%13%20%13%12%36%DailyWeeklyCouple times a monthCouple times a yearOnce a year or lessNever19%Shop on fast fast commercecommerce at least once a weekAt the same time,a third says they nev

53、er use them although this resistance is largely driven by grumpy Boomers.02302357%57%45%45%40%40%39%39%37%37%27%27%23%23%19%19%Lower prices on everyday itemsEasy and convenient shopping experienceThe thrill of finding a great dealDiscovering unique or unexpected itemsBrowsing for fun or entertainmen

54、tA way to destress or relaxTo find dupes of high end productsSharing my purchases or hauls onlineWhy do you shop on fast commerce platforms?TOP 3:Reasons to shop on fast commerce platformsLower prices,easy experiences,and the thrill of the deal are attracting most consumers to fast commerce platform

55、s.MENWOMENLower prices on everyday itemsLower prices on everyday itemEasy and convenient experienceEasy and convenient experienceBrowsing for fun or entertainmentThe thrill of finding a great dealGEN ZMILLENNIALSDiscover unique/unexpected itemsLower prices on everyday itemBrowsing for fun or enterta

56、inmentEasy and convenient experienceLower prices on everyday itemsThe thrill of finding a great dealGEN XBOOMERSLower prices on everyday itemLower prices on everyday itemEasy and convenient experienceEasy and convenient experienceThe thrill of finding a great dealDiscover unique/unexpected itemsThe

57、appeal of more affordable essentials(vs.dupes for higher end products)indicates that the cost of living crisis is driving consumers to engage with these platforms.For Gen Z,its all about discovery and entertainment,while Millennials and Gen X are partial to thrill-seeking.02402452%52%42%42%40%40%40%

58、40%23%23%18%18%Something caught my eye while browsingA limited-time deal or discountI needed the item and searched for itI wanted to treat myself without breaking the bankA recommendation from social media or an influencerA haul on unboxing videoWhat typically causes you to make a purchase on fast c

59、ommerce platforms?TOP 3:Purchase drivers on fast commerce platformsPurchases on fast commerce platforms are most often the result of browsing for deals,but limited-time offers are also quite effective.MENWOMENCaught my eye while browsingCaught my eye while browsingLimited-time dealWanted to treat my

60、selfSearched for an itemSearched for an itemGEN ZMILLENNIALSWanted to treat myselfCaught my eye while browsingSearched for an itemLimited-time dealCaught my eye while browsingSearched for an itemGEN XBOOMERSCaught my eye while browsingCaught my eye while browsingWanted to treat myselfSearched for an

61、 itemLimited-time dealWanted to treat myselfMany of the triggers for purchases on fast commerce platforms appear to be impulsive.Gen Zs purchases are most often driven by the desire to treat themselves without breaking the bank.0250259%9%29%29%34%34%38%38%80-100%80-100%50-70%50-70%30-40%30-40%0-20%0

62、-20%What percentage of your purchases on fast commerce platforms tend to be unplanned or impulse buys?AGREE:Half or more purchases were out of impulse1 in 4 shoppers say that half or more of their purchases on fast commerce platforms were unplanned or made out of impulse.MENWOMENGEN ZMILLENNIALSGEN

63、XBOOMERSHowever,an equal share maintains that 20%or less of their purchases were of this nature.Looking at cohorts,Gen Z are significantly more likely to admit that when they buy on fast commerce it is out of impulse.38%Half or more purchases were out of impulse33%33%53%35%29%20%0260264%4%15%15%55%5

64、5%27%27%10 or more items10 or more items6-9 items6-9 items3 to 5 items3 to 5 items1-2 items1-2 itemsThinking about your average shopping cart on fast commerce platforms,how many items do you buy at a time?AGREE:6 or more items at a timeFor most consumers,a shopping cart containing 3 to 5 items is th

65、e sweet spot for a fast commerce purchase.MENWOMENGEN ZMILLENNIALSGEN XBOOMERS1 in 5 shoppers admit to buying more than 6 items at a time.This is significantly more likely to occur among Gen Z and Millennials.19%6 or more items18%20%29%23%16%10%027027Consumer views on products purchased on fast comm

66、erce platforms3 in 4 say these products are above average or excellent even when it comes to quality.Despite consumers choosing fast commerce for low prices,products purchased are perceived to be above average.38%38%32%32%30%30%25%25%48%48%50%50%49%49%49%49%8%12%14%15%5%5%7%10%0%1%0%1%PricePriceOver

67、all satisfactionOverall satisfactionValueValueQualityQualityExcellentAbove averageAverageBelow averagePoor028028When shopping on fast commerce platforms,how do you balance paying the best price and finding quality items?Gen Z are more likely to say they prioritize quality,while Millennials over-inde

68、x on prioritizing price.By and large shoppers try to find a balance between price and quality when making purchases on fast commerce platforms but put price slightly ahead of quality.17%17%18%18%16%16%17%17%22%22%14%14%10%10%67%67%66%66%69%69%64%64%63%63%71%71%77%77%13%13%13%17%12%11%13%3%3%2%2%2%4%

69、1%Gen.pop.MenWomenGen ZMillennialsGen XBoomersI prioritize price over qualityI try to find a balance between price and qualityI prioritize quality over price029029When shopping on fast commerce platforms,how do you balance convenience and sustainability concerns?Men are more likely to favour conveni

70、ence than Women.Gen Z are more likely to say they prioritize sustainability.Fast commerce shoppers are significantly more likely to put convenience(e.g.,quick shipping,easy returns)ahead of sustainability(e.g.,materials,fair labor).22%22%25%25%17%17%23%23%21%21%24%24%20%20%57%57%52%52%64%64%47%47%63

71、%63%55%55%54%54%13%15%10%24%11%13%8%8%8%9%6%5%8%18%Gen.pop.MenWomenGen ZMillennialsGen XBoomersI prioritize convenience over sustainabilityI try to find a balance between convenience and sustainabilityI prioritize sustainability over convenience030030When shopping on fast commerce platforms,how do y

72、ou balance desiring long-lasting and trendy items?Almost 4 in 10 go for durability,while only 1 in 10 prioritize trendy.There are no significant differences across cohorts.Even when shopping on fast commerce platforms,long-lasting items are preferred to trendy ones.37%37%37%37%37%37%38%38%37%37%34%3

73、4%41%41%48%48%47%47%48%48%44%44%49%49%51%51%42%42%10%12%8%12%11%10%6%5%4%7%6%3%5%11%Gen.pop.MenWomenGen ZMillennialsGen XBoomersI prioritize long-lasting itemsI try to find a balance between long-lasting and trendy itemsI prioritize trendy items031031031Fast commerce platforms impressive growth in a

74、 year or so is due to lower prices,but consumers dont feel let down by them in other areas.Most shoppers browse sites like Temu or AliExpress seeking savings or the thrill of the deal,but they are also quite satisfied with the quality of the products purchased and the ease of the experience.This mea

75、ns that higher end retailers or commerce sites that dont offer a pristine customer experience are now at an extreme disadvantage.The competition is real and here to stay.The pressure is on.Fast commerce carts tend to hold a larger number of products,meaning that a broader spectrum of needs might be

76、met at once.This means that it is essential for the retailers and commerce sites competing with these platforms to lower cart abandonment as much as possible and to use dynamic bundles and personalized recommendations to try to monetize consumer interactions in the moment.Gen Z use fast commerce the

77、 most because its what they can afford,but its not all about utilitarian transactions.Gen Z consumers are not only looking for savings,they are also looking for quality.And while they find fast commerce transactions convenient,they are paying a lot of attention to sustainability.For brands and retai

78、lers looking to build loyalty across this cohort,its critical to implement and clearly communicate sustainable commerce practices.IMPLICATIONS FOR MARKETERS032032The State of Retail Memberships0303303358%58%49%49%46%46%45%45%45%45%32%32%27%27%23%23%20%20%19%19%14%14%Free standard shippingLoyalty rew

79、ards(e.g.,points on purchases)Exclusive discounts or couponsFast checkoutFree returns or extended return windowsEarly access to upcoming salesPriority customer supportEarly access to new productsAccess to exclusive content or productsPersonalized product recommendationsAccess to add-ons(e.g.,streami

80、ng)What benefits do you expect from retailers you SHOP AT?TOP 3:benefits expected from retailers you SHOP ATMost consumers expect free standard shipping and rewards on purchases from all the retailers they shop at.MENWOMENFree standard shoppingFree standard shippingLoyalty rewardsFree/extended retur

81、nsFast checkoutExclusive discounts/couponsGEN ZMILLENNIALSFree standard shippingFree standard shippingFast checkoutLoyalty rewardsLoyalty rewardsExclusive discounts/couponsGEN XBOOMERSFree standard shippingFree standard shippingLoyalty rewardsLoyalty rewardsExclusive discounts/couponsFree/extended r

82、eturnsMen are more likely to expect fast checkout,while women put free/extended returns higher on their list.03403463%63%51%51%49%49%49%49%47%47%42%42%40%40%31%31%25%25%24%24%Free standard shippingLoyalty rewards(e.g.,points on purchases)Exclusive discounts or couponsFree returns or extended return

83、windowsFast checkoutEarly access to sales or productsPriority customer supportAccess to exclusive content or productsAccess to add-ons(e.g.,streaming)Personalized product recommendationsWhat benefits do you expect from retailers you HAVE A MEMBERSHIP WITH?TOP 3:benefits from retailers you have a MEM

84、BERSHIP withWhen considering the retailers with whom they have memberships,free returns,customer support and add-ons are more likely to be expected.MENWOMENFree standard shoppingFree standard shippingExclusive discounts/couponsFree/extended returnsFast checkoutLoyalty rewardsGEN ZMILLENNIALSLoyalty

85、rewardsFree standard shippingFast checkoutLoyalty rewardsFree standard shippingExclusive discounts/couponsGEN XBOOMERSFree standard shippingFree standard shippingLoyalty rewardsLoyalty rewardsFast checkoutExclusive discounts/couponsOn the other hand,personalized product recommendations are slipping

86、at the bottom of the list.03503563%51%49%49%47%40%31%25%24%58%49%46%45%46%27%20%14%19%Free standard shippingLoyalty rewards(e.g.,points on purchases)Exclusive discounts or couponsFree returns or extended return windowsFast checkoutPriority customer supportAccess to exclusive content or productsAcces

87、s to add-ons(e.g.,streaming)Personalized product recommendationsMembershipsShop atWhat benefits do you expect from retailers you SHOP AT vs.retailers you HAVE A MEMBERSHIP WITH?A retail membership raises consumers expectations for service,support and amenities across the board.This is particularly t

88、rue when it comes to access to exclusive content and products and when it comes to add-ons like streaming services.036036Do you prefer fewer,broader retail memberships or more,targeted memberships?AGREE:I prefer MORE,TARGETED membershipsU.S.consumers are quite torn between the desire of consolidatin

89、g their memberships and the notion of participating in more,targeted programs.MENWOMENGEN ZMILLENNIALSGEN XBOOMERSConsolidation into fewer memberships that address a broader range of shopping needs garner slightly more favour.Gen Z are the only cohort preferring engaging in more memberships to take

90、care of targeted shopping needs.34%28%46%36%28%23%39%30%31%Fewer,broader membershipsNo strong preferenceMore,targeted memberships39%Prefer fewer,fewer,broader broader retail memberships0370372%2%9%9%38%38%45%45%6%6%More than 10More than 106 to 96 to 93 to 53 to 51 or 21 or 2NoneNoneHow many retail m

91、emberships do you take part in?AGREE:I participate in 3 or more retail membershipsMost consumers engage in 1 or 2 retail memberships,although a third of them participates in as many as 5.MENWOMENGEN ZMILLENNIALSGEN XBOOMERSThe number of memberships is higher among Men and younger consumers.49%52%47%

92、59%54%47%46%51%3+retail memberships2 or less retail memberships03803861%61%45%45%25%25%23%23%22%22%21%21%General retailers(e.g.,AmazonPrime,Walmart)Grocery stores(e.g.,Kroger Boost,Instacart+)Specialty stores(e.g.,Home Depot,REI)Online marketplaces(e.g.,eBay,Etsy Plus)Beauty retailers(e.g.,Sephora,U

93、lta)Apparel or fashion brands(e.g.,Nike,Adidas)What type of retail memberships do you participate in?TOP 3:types of retail membershipsMemberships with general retailers(e.g.,AmazonPrime,Walmart,Costco)and grocery stores(e.g.,Kroger Boost,Instacart+)are most popular.MENWOMENGeneral retailersGeneral r

94、etailersGrocery storesGrocery storesSpecialty storesBeauty retailersGEN ZMILLENNIALSGeneral retailersGeneral retailersBeauty retailersGrocery storesApparel/fashion brandsApparel/fashion brandsGEN XBOOMERSGeneral retailersGeneral retailersGrocery storesGrocery storesOnline marketplacesSpecialty store

95、sGen Z and Women over-index on participating in memberships with beauty retailers such as Sephora and Ulta.039039Do you feel the benefits in retail memberships have gotten better or worse in the last 2 years?39%33%32%32%26%22%21%17%38%21%25%23%22%22%14%24%Value for the price I payEase of using the p

96、rogramNumber of benefits offeredQuality of benefitsQuality of customer supportIntegration/overlap w.other servicesPersonalized servicesNothing is better/worseGetting betterGetting betterGetting worseGetting worseOverall,shoppers feel that retail membership programs are getting better compared to 2 y

97、ears ago.15%28%46%10%2%Benefits are getting much betterBenefits are getting somewhat betterBenefits are pretty much the sameBenefits are getting somewhat worseBenefits are getting much worse43%retail memberships are getting bettergetting betterSpecifically,the share of consumers reporting the ease o

98、f using programs and the quality of benefits have improved is much larger than the share of those saying these aspects have gotten worse.Which aspects of retail memberships do you feel are getting better/worse?+12+9040040040Certain retail benefits are now table stakes and restricting them to members

99、 will simply not do.Free shipping,rewards on purchases,discounts,and free returns are now expected by a large share of consumers,regardless of the relationship they have in place with a specific retail outlet.Loyalty can be engendered by offering less commonplace amenities.While consumers are lookin

100、g for memberships that meet a broad range of needs,they dont want to be overwhelmed by adjacent services.The desire for consolidation is there,but the share of consumers that reports the integration of retail membership with adjacent services(e.g.,streaming services,etc.)has improved is matched by t

101、he share of consumers reporting that they are frustrated by overlap of adjacent services.Partnerships and expansions need to be targeted and positioned to shoppers at the right time.Specialty memberships are attractive for targeted audiences but likely need to evolve.While most consumers would like

102、to see consolidation and tend to prioritize general retailers and grocery stores,beauty and apparel retail memberships still have a lot appeal among younger consumers,while Boomers pay a lot of attention to specialized retailers(e.g.,Home Depot,Staples).However,as fast commerce platforms start devel

103、oping their own membership programs,specialty retailers will need to offer more bespoke benefits.IMPLICATIONS FOR MARKETERS041041Dirk HerbertGlobal Head of Thought LeadershipMeet Our Editorial TeamJack BoitaniVP,ContentWhitney FishmanEVP,Futures&Insights,AmericasMegan KeaneVP,Integrated StrategyAsha

104、 CowellVP,Integrated StrategyErin LoganVP,Strategy,Retail&CPG042about dentsuDentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and dev

105、eloping innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/