2025年消费体验指数 SHOPPER EXPERIENCE INDEX .docx

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2025年消费体验指数 SHOPPER EXPERIENCE INDEX .docx

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VOLUME18

SHOPPER

EXPERIENCEINDEX

EXPERIENCE

TABLEOF

CONTENTS

Foreword

Inthisreport

Today’sshopperpath:Blendingonlineandofflineseamlessly

Socialmedia’sfull-funnelinfluence

Consumerstrustfellowconsumers–

TheinfluenceofUGCandcreatorcontent

PersonalizedoffersmotivateshoppersKeytakeaways

Brandsandretailers,get

ready:Yourcustomershavespokenagain,andtheyremakingtheirexpectations

for2025crystalclearWhatsontheirminds?

SHOPPEREXPERIENCEINDEX-VOLUME18|?2024BAZAARVOICE,INC.

Seamlessomnichannelexperience

88%ofshopperswantaseamlessshoppingexperienceacrossdifferent

channels(online,in-store,mobile).Whileonlineandsocialmediawateringholescontinuetorise,physicalstoresareplayingahugeroleinshapingtheshoppingjourney.Timetoconsiderfurtheroptimizingyouromnichannelstrategytocapitalizeonthe“showrooming”and“webrooming”behaviorswhereshopperstranscendbetweenonlineandin-storetodiscover,

experience,andpurchaseyourproducts.

Socialmedia’sstayingpower

Incaseyouneedtofurthersubstantiateyoursocialmediastrategy,looknofurther.Yourconsumersareincreasinglyusingsocialmediaforeverytouchpointoftheir

journey,fromawareness,toconsideration,purchaseandadvocacy.Thispatternhascontinuedoverthelastthreeyears,withconsiderationandadvocacyshowingthehighestrelativeincrease.Timetosweattheassets-andyourentirecontentsupplychainofbrandedandorganiccontent-aspartofyourfull-funnelstrategy.Your

consumersappreciatethat.

Creatorsareamongallofus

Lastyear,weaskedshopperstoselfidentifythemselveswithinthreecategoriesofcreators-passive(lurkers),reactive(willsharewhenprompted),andproactive

(alwayson).Thisyear,wesawasignificantjumpinthereactivecategory-54%thisyearcomparedto36%lastyear-andtheriseiscomingfr