Almost the half of the millenials, born between 1980 and 2000 prefers to visit a street store for shopping and keeps on doing that the coming years. This are the results from a Dutch research from Q&A Research & Consultancy in behave of Retail Event Nederland. Presented on the 26th of March.
Millennials grow up in the digital millenium and have their different way of orientate, purchase, shopping and share the experience. 47 percent prefer to purchase in a street store above online (32 percent). At generation X (1965 – 1980) 37 percent prefer to shop in a street store, and so it’s even a smaller group then the millenials. Not surprising at all the Boomers prefer street store visits the most (53 percent) above the online shoppers (19 percent).
The future expectations are that Millennials will not increase their online shopping a lot (from 32 to 33 percent). But the group that prefer the street store visits will decrease a bit (from 47 to 41 percent), still it will be big.
For all of the target groups the main decision maker is the quick availability of the product. Afdter that the next decission maker for the millenials is ‘Touch & Feel’, a wide assortment and 24/7 shopping. Generation X wants to compare the prices and information about availability and after that ‘Touch & Feel’.
While Boomers do not mention ‘Touch & Feel’ in their top 5 decision makers. Like generation X the Boomer want to compare prices and want to now the availability of the product. Beside that the possibility to change and professional advice of the store employee are both important for the purchase.
So it’s important to know the differences between the different kind of target groups and the final decision makers in their process of purchase.
How to reach millenials?
Millennials, are fundamentally unique as compared to other generations. They are the social generation, the early adopters of social media and are constantly connected to their families, friends, groups and causes they care about via their desktops, smartphones and tablets. Facebook marketers who understand them and how best to reach and engagement them will be in the best position to capitalize on their potential opportunity
Some key stats about millennials
The millenials will be in future the most important target group, so it’s good to know as retailer or brand how you can persuade them in their shopping behavior. One good advice, be visual!
Millenial is talking:
“As a 22-year-old college student I am constantly fighting the urge to visit my Facebook page or finally give in to the urge of opening my iPhone, which has been vibrating for the last hour. Lord knows if I open up that thing there is no way I won’t check my Instagram, and if I do that my Twitter may feel left out. I am part of the millennial generation, a generation defined as adults aged 18-34. We currently make up 24% of the US population and our lives revolve around our phones. We are living by the phrase “If it wasn’t posted on social media, did it really happen?” Read more..