VML Report: Poor CX & AI Search Impact Retail

VML's Future Shopper 2025 Report

A recent global study by VML highlights a concerning gap between what consumers expect and how brands perform in digital commerce. The Future Shopper 2025 report, drawing from over 25,000 shopper responses across 16 countries, reveals that despite years of digital efforts, brands still struggle with essential elements: value, speed, trust, and seamless experiences. While shoppers want speedy delivery and expect AI assistance, 45% abandon their online carts due to frustrating digital experiences. According to VML, this isn't just a UX issue but a significant business risk for retailers who fail to adapt to changing expectations. This article will cover the core insights from Future Shopper 2025 and their implications for marketers in the era of compressed commerce and AI-driven discovery.

Key Findings

VML's Future Shopper study, now in its ninth year, offers a detailed look into retail trends. The 2025 edition explores changes in consumer behavior across different markets and their effect on digital strategy and brand trust. A primary conclusion is that brands are missing the mark on customer experience, despite digital investments. These issues highlight a market where loyalty is easily gained or lost.

AI is now a reality throughout the shopping process. The report indicates that while marketplaces have been dominant in discovery and inspiration, search engines are regaining importance, likely due to new AI integrations improving product discovery. This signals a move from platform loyalty to prioritizing useful experiences. Consumers now favor solutions that quickly provide answers and value. Personalization is still a challenge. The problem isn't the idea of personalization, but how it's implemented. Generic recommendations and outdated segments are turning consumers away. Marketers need to shift from product-focused to value-focused personalization, using AI to simplify decision-making and provide useful experiences.

Marketplaces remain important, though their dominance is decreasing. The study points to a drop in share of wallet, from 29% to 22%. Consumers are using a variety of platforms, including search, social media, and brand websites, suggesting a more adaptable, omnichannel approach. For marketers, a strong D2C presence is essential. It’s not enough to simply optimize for marketplace visibility. Omnichannel is about delivering strong performance across all digital touchpoints.

Key Strategies

1. Prioritize your CX foundation before pursuing the latest trends. If 45% of shoppers abandon carts due to poor UX, improve site speed, checkout processes, and post-purchase interactions. Execution is key to innovation.
2. Utilize AI to reduce friction. Consumers welcome AI that simplifies processes. Employ AI to shorten decision cycles, enhance recommendations, and expedite fulfillment.
3. Get ready for rapid delivery. Shoppers expect fast delivery. With many wanting delivery in under two hours and unwilling to purchase without same-day options, speed is crucial.
4. An omnichannel approach is now required. A declining marketplace share means you need to diversify. Ensure your website, search, social media, and retail partnerships work together.
5. Ensure personalization is useful. Nearly half of consumers find personalization ineffective, indicating a need for improvement. Focus on understanding real intent.

VML’s Future Shopper 2025 is a call to action for brands relying on outdated strategies. Shoppers want faster fulfillment, better discovery, and personalized value. Successful brands will use AI to enhance customer service. To succeed, simplify the customer journey, or risk losing customers.