Capgemini-对今天的消费者来说重要的是：2025年-品牌和零售商的主要发现和可操作的见解（英）

What matters to today’s consumer: 2025Key findings and actionable insights for brands and retailersA rapidly changing market, advancing technology enablers, and evolving consumer expectations has created a perfect storm of opportunity for retailers and brands in 2025. But with so much change happening at once, how can brands and retailers know where to focus their efforts to drive impact? The answer is by understanding what truly matters to today’s consumer. This is the rationale and purpose of our annual consumer research, aptly named What matters to today’s consumer. Now in its fourth edition, our global survey of 12,000 shoppers helps brands and retailers understand consumer priorities and preferences, and connect their strategies to meet evolving needs and behaviors. In this report summary, we present actionable takeaways and strategies to help brands and retailers respond to the tectonic shifts in the market, tech landscape, and consumer mindset. To access the full report and survey results, download the report here.2What matters to today’s consumer: 20252025 is the year when science fiction becomes shopping reality: Gen AI tools are replacing search engines; social media platforms are shifting from interaction hubs to transaction powerhouses; and influencers—ordinary people in almost every conceivable way—have incredible reach and sway.In this landscape, brands and retailers must acknowledge the blurring line between browsing and buying, and take steps to make it as easy as possible to purchase in any channel. The so-called “pre-shop” isn’t just where interest is sparked, it’s where buying decisions are made and loyalty is built.Despite the continuing rise of social media personalities, our research reveals that retailers and brands still hold incredible power to influence the shopper journey. In fact, our research suggests that consumers welcome more input from retailers and brands themselves, with more than half (53%) saying they want personalized in-store ads and more than two-thirds saying they notice ads on retailer website/apps when they search for a product.The common denominator between winning the pre-shop and successfully executing ads via in-store or online retail media networks is data-driven personalization. Whether companies are creating social campaigns, incorporating recommendations into Gen AI results, or serving up retail media network ads, retailers and brands must tap the power of their data to demonstrate that they know the customer from past purchases and can meet their future needs on an individual level. 1. Unlock channel growth3What matters to today’s consumer: 2025Key takeaways1. Win the pre-shop2. Become the influencer3. Lead with data4. Act fastAs the line between browse and buy continues to blur, retailers and brands need to make it as easy as possible for consumers to purchase in the channel of their choosing.Retail media networks are an effective way of reaching consumers and influencing purchases with re