Three quarters of customers expect companies to use new technologies such as artificial intelligence (AI), voice technology and internet-connected devices to create better shopping experience, according to Salesforce.

The Connected Customer report, based on data gathered from 8,000 consumers and business buyers across 16 countries - including 500 from the UK and Ireland - found that innovations in retail technology are consistently raising the bar for consumer expectations, with 73 per cent saying one ‘extraordinary’ experience shifts their expectations of other companies’ offerings.

A total of 60 per cent of UK and Irish customers said that digital transformation initiatives are having more impact on their retail experience, with 80 per cent of Generation X consumers (those born between the early 1960s and late 1970s) saying they are now using devices such as Google Home or Amazon Alexa.

A total of two thirds (64 per cent) of all customers in Europe expecting connected experiences, while seven out of ten (69 per cent) expect companies to be able to communicate with them in real-time. Meanwhile, consumers are open to the idea of devices and services that use AI to improve their experiences.

The survey also revealed that trust is at the top of consumers’ list of concerns, with 59 per cent of customer saying they believe most companies aren't transparent about how they use customer data.

Corporate responsibility is also feeding into customers’ decision-making when it comes to making a purchase, with nearly half (46 per cent) of respondents saying they had stopped buying from a company that did something distrustful, while the rise of advertising campaigns focussed on a company’s environmental or societal impact led to 65 per cent of respondents in the UK and Ireland saying a company’s ethics matter more than they did a year ago.

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