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

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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 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.

Download the Executive Summary

Visit Shopper DNA: UK Edition

Shopper DNA UK applies these themes to examine how the UK retail sector will change in the next decade and what this means for brands.

A Focus on the UK

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

Shopper
DNA

A Now, Next, Future vision for retail

As the world adapts to life in the new normal, it is time to go back to the future.

In the dentsu Consumer Vision 2030, we recognised four overarching themes that will influence consumer behaviour in the next ten years. In this new report, we use these themes to explore how the global retail sector will change over the same period, and what this means for brands.

For each theme, we have identified key trends marketers need to consider when defining their retail strategy. Whilst new and unexpected forces will likely come and go in the 2020s, we believe the dynamics examined in this report will play a durable and critical role in setting the industry’s direction.

By exploring both the short and long-term implications of each trend, Shopper DNA: The Future of Retail provides the framework for brands to respond effectively to evolving consumer demands and behaviours, today and tomorrow.

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

As the world adapts to life in the new normal, it is time to go back to the future.

A Now, Next, Future vision for retail

Shopper
DNA

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.