Online Shopping? Pfft! Millennials And Gen Zs Love In-Store Even More!

Online Shopping? Pfft! Millennials And Gen Zs Love In-Store Even More!
SHARE
THIS


What best describes you?

Beware of the obvious, it’s not always right. That’s the lesson from a piece of research into released in-store customer experiences by consumer retail research outfit iModerate last month.

The study, called “Bricks and Mortars Stores, Nice or need to Have?” reveals that the most online savvy of shoppers – younger consumers – hold more more firmly to the view that it is important for brands to have a physical location. Eighty per cent of Gen Zers (born after 2000) and 82 percent of Millennial consumers held to the notion as opposed to 69 per cent of Gen Xers and 65 percent of Boomers.

gen-shop-1

The study’s authors also reveal that the data suggests a consumers the first in-store impression is critical to building loyalty.

Consumers love the visceral experience of shopping, says the researchers.  The ability to feel and try on merchandise, particularly items such as clothing, shoes and cosmetics offers shoppers a critical reassurance particularly around first-time buying experiences that provide the bedroom where perceptions are formed and where and loyalty is established.

According to iModerate CMO Adam Rossow, “One of brick-and-mortar’s greatest advantages over other channels is that there’s an opportunity for shoppers to interact with products, and that gives them the confidence they need to make a purchase. Retailers can take even small steps to capitalize on these exploratory shopping habits, such as creating close-up experiences with new styles, providing samples and demos, and ensuring there are ample mirrors and fitting rooms.”

Expensive items, specialty items and relatively more complex products benefit most, and the in-store opportunity really shines when customers are in a hurry. On the flip side it is less of an issue when they are in a hurry, if its an emergency or if the store carried truly unique items.

gen-ideal-shop

Different demographic cohorts are attracted to different aspects of the experience, according to the study;

  • Gen Z – Seeks the reassurance found through the sensorial. Stores like Charlotte Russe and Forever 21 enable them to try on various sizes and styles that are difficult to perfect online, and brands such as Sephora offer samples and demos.
  • Millennials – Seek efficiency and quality. Many are launching careers and have young families so they need to shop frequently, and favour big-box stores for their ability to quickly find everything they need in one place.
  • Gen X – Seeks an escape and discoveries. With bustling careers and older kids, their life is hectic and they appreciate stores such as Target that offer a getaway through calm music, coffee, etc.
  • Boomers – Seek comfort and space. Many are living on limited incomes, so they like to touch products before buying them and balk at paying for shipping. They also value low music, light scents and seating.

For the big box department stores there are also some important takeouts. Staff been to be better trained and more knowledgeable around product, stores in the chain need more consistency around product selection, layout, maintenance and management to make shopping more efficient and those big wide open spaces can  feel cluttered and dirty when not they are not maintained.

Service still matters

According to the authors, “One of the most critical in-store touchpoints influencing purchase behaviour and loyalty is customer service. A store can meet shoppers’ criteria by offering desirable, well-priced, quality products, but a poor customer service experience can trump all else – and may result in shoppers walking away from a purchase, or worse, avoiding the store the next time.”

At the very least,  they say, shoppers want to feel respected and welcome. “But stores that go above and beyond to gain loyalty offer that extra touch of personalised care, treating shoppers like a trusted friend.”

This article originally appeared on B&T’s sister business site www.which-50.com

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]