If retail stores want to stay relevant and capture younger consumers, they need to integrate their digital and in-store experiences, says a survey from Atlanta-based Info Retail.
Millennials rely on brick and mortar stores and technology equally to access information or to gain insights about a product they plan to purchase.
Millennials (18-35) were twice as likely to use technology to learn about products as consumers over 35 years old.
The majority reported that the shopping experience was less than satisfying.
The Retail Integration Survey revealed that 64% of younger adult shoppers are using the web and 65% are using stores for sources of information.
This information confirms for retailers that information both online and in the store must be consistent and that retailers must show continuity between the store and the web to keep the interest of young shoppers.
“There’s a big canyon between how the under-35 and the over-35-year old shop,” says Florian Vollmer, Sr. Vice President and Principle of Info Retail.
“The Retail Integration Survey allows us to focus on touchpoints that brands use to inform their customers. These results help us discover which of those touchpoints customers truly find meaningful in making buying decisions. The information we gathered from this survey highlights the future of multi-touchpoint customer experiences for brands, retailers and manufacturers.”
The 35-and-older group reported that the integration at each touchpoint was seamless, whereas the 18-35 group felt that the integration needed work.
After reviewing this information, Vollmer said, “Younger shoppers have higher expectations for touchpoint integration. There’s a big gap between the expectations of younger and older adult shoppers. These have to be managed to create a successful experience.”
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