Shopper DNA: A now, next and future vision for retail

Four forces that will shape the next ten years of consumer behaviour in retail

Each of the trends identified carries specific implications for retailers. Exploring both the short and long-term implications of each trend, Shopper DNA provides a framework for brands to build a long-term strategy to respond to the post COVID-19 world and ensure they can respond effectively to evolving consumer demands, attitudes and behaviours for the next decade. Click on the four sections below to find out more and download each chapter report and download the executive summary below.

Check back for our next event.

Shopper DNA Webinar Series

We are hosting a series of webinars where we will unpick these four themes, discuss the changes and developments ahead, and look to define what this means for brands in the retail sector.

Please join us for what will be essential viewing for marketers looking to understand and build empathy with the consumers that will shape the future.

The Human Dividend

Retail in the age of

Bigger Bolder Brands

Retail in the age of

Synthetic Society

Retail in the age of

Universal Activism

Retail in the age of

Download the Executive Summary

Shopper DNA
The UK Edition

A Now, Next, Future vision for retail

In the dentsu Consumer Vision 2030, we identified four overarching themes that will shape the next ten years in terms of consumer behaviour and brand response. Shopper DNA applies these themes to examine how the UK retail sector will change in the next decade and what this means for brands.

Customer needs are at the forefront of these themes and reflect the dynamic and changing nature of the retail landscape and the ongoing challenges it faces. We uncover the actions and motivations of today’s multi-channel consumer, providing recommendations for brands to ensure they are well positioned to serve today’s shopper and the shopper of the future – when, where and how they want to be served.

Based on multiple proprietary consumer surveys; a comprehensive innovation patent scan; and extensive secondary research and case study analysis, as well as interviews with retail experts; we share a Now, Next and Future vision for retail.

Four forces that will shape the next ten years of consumer behaviour in retail

To help simplify such a huge undertaking, we’ve boiled down our analysis to four themes, each underpinned by three key trends – not by design, but by thorough, bottom-up identification, assessment, and prioritisation.

We’ve also proposed recommendations for brands across each trend. Together, these can help brands develop what we call inclusive intelligence – the ability to incorporate new views, values and behaviours into their value proposition against a backdrop of widening inequality and ethical complexity.

Click on the four sections below to find out more and download each chapter report and download the executive summary below.

Download the Executive Summary

A Now, Next, Future vision for retail

Shopper DNA
The UK Edition

Join us for the Shopper DNA Webinar Series

We are hosting a series of webinars where we will unpick these four themes, discuss the changes and developments ahead, and look to define what this means for brands in the retail sector.

Please join us for what will be essential viewing for marketers looking to understand and build empathy with the consumers that will shape the future.