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OMD and Omnicom Commerce Group launch ‘Future of Commerce’ research report at Cannes Lions 2021

The Future of Commerce is a joint research initiative between Omnicom’s media and commerce agencies, OMD and Omnicom Commerce Group (OCG) and will launch with a mini-documentary exploring insights into consumer behaviours with some of the world’s leading brands at Cannes Lions 2021.

Offering a shared media and commerce perspective on one of the industry’s hot topics, ‘Future of Commerce’ is a global research study tracking how shopping habits changed over the last year, while also predicting which changes are temporary or are here to stay.

Built in conjunction with GlobalWeI, the quantitative research will gather data from respondents in the UK, Spain, Germany, Australia, China and the US, investigating both consumers’ perception, attitudes and behaviours on future-facing technologies, and exploring the future of the city centre and next-generation retail experiences.

Following the explosion of eCommerce across multiple sectors and markets in 2020, there are key questions that need to be asked now around how consumers and brands have changed as a result of the pandemic, specifically around the cookie-less world, brand safety and accountability, data onboarding and privacy and not underestimating the opportunities for stores and brand experience.

The initiative will investigate an omnichannel approach to reaching consumers in the right way, and at the right time.

Joining OMD and OCG will be leaders from AT&T, The Clorox Company, McDonald’s, Selfridges, and PepsiCo to share exclusive insights into their observations of consumer behaviours and trends, and if and how any long-term plans have pivoted as a result of the last year.

Florian Adamski, worldwide chief executive officer at OMD, said: “It has always been our ambition to connect marketing communications with the purchase occasion and to ensure that both exist in service of one another.

"Not only can we now accurately attribute marketing communications to sales, but the communications themselves can become the shop front, the in-store experience and the means of fulfilment.

"We are delighted to partner with OCG in commissioning this research, to analyse and quantify how consumer behaviours have evolved and how trends have accelerated over the last year.”

Sophie Daranyi, chief executive officer at OCG, added: “Retail is one of the most dynamic and rapidly changing environments and it’s easy to over-simplify commerce trends.

"With the ‘Future of Commerce’, we aim to get under the headlines to really bring to life the nuances of how people buy both on and off-line, the essential differences by category and importantly their expectation of retail moving forward.”

You can register now to receive ‘Future of Commerce’ on June 21, via Cannes Lions will run a digital festival which will be on from June 21–25.

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