What’s in the shopping bag beyond convenience? Surprise and belonging!

Salesforce just dropped the 6th edition of its Connected Shoppers report, the result of surveying 8,350 consumers and 1,700 retail leaders across 21 countries. The headline? 85% of retailers agree AI is transforming retail. No shock there. From synced services to AI agents buying on shoppers’ behalf, the path ahead is paved with seamless, automated ease. But what lies beyond convenience? Let’s unpack two shopper shifts pointing to deeper desires:

🎲 SERENDIPITY SEEKERS – bring back the joy of the unexpected

By 2026, shoppers expect 41% of their purchases will still happen IRL — a gentle dip from 45% in 2024. Amid algorithmic precision and hyper-personalized feeds, consumers are craving surprise. After all, if every search yields the expected, where’s the thrill?

Only 17% of shoppers have taken part in a unique in-store experience. That’s a missed opportunity. Curated randomness, sensory subtraction, unexpected collabs — it’s time to transform brick-and-mortar outlets into discovery engines. Want to tempt people off-screen? Make IRL irresistible. Take a peek at our new Retail & Commerce report for inspo. 👀

🎁 WORTHWISE – prove your worth beyond the price tag 

Yep, 66% of shoppers switch brands over high prices. But a full 26% say brands simply stop keeping up with their evolving needs. And while 77% belong to at least one loyalty program, 35% never use them. Why? Because many still serve up points-for-purchase that lack emotional pull.

Gen Z are 3x more likely than Boomers to crave experiential rewards — think backstage passes, invite-only workshops, in-store masterclasses. The future of loyalty? It’s emotional, social, identity-driven. Smart brands are those rewarding participation, not just purchases. 📒 Beauty and Food brands are already onto this. Are you?