Study: Personalization Important To Young Retail Shoppers

Younger retail shoppers are driven more by personalization than older people, according to Consumer Shopping Habits—The Generation Gap, a study by BRP, sponsored by Manhattan Associates. They also are more attracted by a retailer’s technology.

Of those ages 18-37, 65% want personalized recommendations, 61% expect a curated selection of products from trained stylists and 60% demand suggestions based on what is in their closet.

In contrast, 63% of shoppers ages 38 or older want the ability to order out-of-stock items, and 60% want to be able to search in-store inventory availability. The product is a dominant factor.

The findings have a bearing on the emails sent by retail companies. And it stands to reason that automated triggered emails will be useful at different stages of the process. 

BRP refers to the younger group as digital consumers, and to the older cohort as traditional consumers.

During the customer journey, digital consumers want knowledge, personalization, self-sufficiency, speed and influence.

Traditional consumers look more for discounts, product availability, ease of use, cost and satisfaction. Of those in the older group, 64% compare prices, versus 59% of the younger people.

At the same time, 62% of the digital consumers will build a shopping list, versus 49% of the traditionalists. But only 44% of the juniors will look for offers/coupons, compared to 57% of the older people.

Shoppers in the younger cohort are also much more likely to be attracted to mobile point-of-sale (59%), self-checkout (75) and the ability to pay by mobile app or retailer app (65%). They also want same-day delivery.

BRP surveyed 1,298 online consumers, 30% of whom were in the millennial generation, 5% in Gen Z, 35% in the baby boomer sector, 7% in the so-called silent generation (age 73+) and 24% in Gen X. Of those polled, 46% were male and 54% were female.



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