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 respond to the post COVID-19 world and 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.

Four forces that will shape the next ten years of consumer behaviour in retail

In the dentsu Consumer Vision 2030, we identified four overarching themes that will shape the next ten years in terms of consumer behaviour and brand response. Shopper DNA applies these themes to examine how the UK retail sector will change in the next decade and what this means for brands.

Customer needs are at the forefront of these themes and reflect the dynamic and changing nature of the retail landscape and the ongoing challenges it faces. We uncover the actions and motivations of today’s multi-channel consumer, providing recommendations for brands to ensure they are well positioned to serve today’s shopper and the shopper of the future – when, where and how they want to be served.

Based on multiple proprietary consumer surveys; a comprehensive innovation patent scan; and extensive secondary research and case study analysis, as well as interviews with retail experts; we share a Now, Next and Future vision for retail. 



A Now, Next, Future vision for retail

Shopper
DNA

Download the Executive Summary

Shopper
DNA

A Now, Next, Future vision for retail

In the dentsu Consumer Vision 2030, we identified four overarching themes that will shape the next ten years in terms of consumer behaviour and brand response. Shopper DNA applies these themes to examine how the UK retail sector will change in the next decade and what this means for brands.

Customer needs are at the forefront of these themes and reflect the dynamic and changing nature of the retail landscape and the ongoing challenges it faces. We uncover the actions and motivations of today’s multi-channel consumer, providing recommendations for brands to ensure they are well positioned to serve today’s shopper and the shopper of the future – when, where and how they want to be served.

Based on multiple proprietary consumer surveys; a comprehensive innovation patent scan; and extensive secondary research and case study analysis, as well as interviews with retail experts; we share a Now, Next and Future vision for retail. 



Against a backdrop of disruption and uncertainty, this is essential reading for anyone wanting to understand and build empathy with the consumers that will shape their future.  

The future of 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.

Four forces that will shape the next ten years of consumer behaviour in retail

Consumer themes shaping the future 

Click on each theme to find out more:

Retail in the age of

Download the Executive Summary

Retail in the age of

Retail in the age of