Why the connected consumer matters more than ever
The shopping journey is becoming harder to define as a single path. Consumers move between retailer websites, search, reviews, stores and, increasingly, AI, and they expect every interaction to help them make a confident decision.
AI is already reshaping discovery, overtaking social media as a source of purchase guidance. Yet consumers rarely treat it as the final authority. They verify what they are told, and they expect accurate product information, consistent pricing and a joined-up experience wherever they choose to shop.
Based on a survey of 1,000 UK consumers, this report brings together consumer data, IMRG analysis and practical commentary from Columbus to show where friction still exists, what builds trust and where the clearest opportunities lie for retailers. See the report for the full methodology and findings.
For retailers, the opportunity isn’t simply to add more channels or adopt AI in isolation. It’s to make sure consumers can move between discovery, research and purchase without losing confidence along the way. That means getting the fundamentals right, from accurate product information and consistent pricing to connected experiences across channels.
What UK consumers told us
90.5% |
50.5% |
52.6% |
|
of consumers say a connected experience across channels is important |
would research a retailer recommended by AI before buying |
say accurate product information makes them most likely to trust a retailer |
