Let’s play a game of two truths and a lie: retail edition. Which of the following statements is untrue?

  1. Most Millennials start shopping with a specific brand in mind.

  2. Gen Zers make as many purchases in a physical store as they do on online marketplaces.

  3. The experience a company provides is as important as its products.

For a few helpful hints, check out this video.


If you went rogue and said they were all true, you win (trick question, sorry). If you’re surprised that I changed the rules, buckle up, because the rules of shopping have changed, too. To understand how shoppers are behaving differently, we launched our broadest consumer study to date: the Connected Shoppers Report. Read on to discover what 10,000 consumers around the world had to say about their evolving approaches to shopping.


How are shopping habits evolving?

Shopping today is more than a transaction at a checkout counter. It’s a spectrum of activities including research and discovery, browsing and buying, and receiving service. How these activities unfold, however, has transformed in four key ways: 


1. From analog to digital

Today’s purchases are increasingly digital, especially for repeat buys where shoppers are already familiar with the product. In fact, 75% of repeat purchases occur digitally. This trend isn’t limited to websites, either. Brick and mortar stores digitize their offerings and, in the case of some retailers like Boggi, empowered associates now deliver connected and personalized experiences.

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