With technology playing a leading role in the purchasing process, and with the acceleration of its impact on the different phases of the process, we are witnessing the birth of a new paradigm that completely redefines the Retail landscape.
This OMD research project has collected data nationally and internationally for two years . It has analysed the role of technology and artificial intelligence in purchasing , delving into the behaviours and perceptions of an increasingly digitalised consumer who is aware of their purchasing processes and their role in them.
For this report, OMD has surveyed more than 4,000 people in six markets, six retail categories and nine artificial intelligence technologies. It provides revealing data on a retail revolution that is already more than a reality. The enormous acceleration of processes that has taken place in the last two years, in which 84% of consumers say they have changed their australia business email database purchasing habits, and 3 out of 10 say they have bought more online, has caused irreversible changes in the way we relate to retail. Thus, 6 out of 10 consumers currently explain that they will continue to buy online .
For Cristina Barranco , Managing Director of OMD Spain, " this new edition of The Retail Revolution focuses on the growing role of Artificial Intelligence in the different phases of the purchasing process. The fact that 6 out of 10 Spaniards already use image search to research products, and half use voice assistants, shows how AI is becoming a key tool when it comes to providing utility and solutions to the consumer. It is time for brands to know all the opportunities that this represents."