Different generations may have always shopped differently. However, new research from Euclid shows that millennia stand out from previous generations in their buying habits and their use of technology.
The new Euclid report (registration required), based on a survey of 1,500 US consumers in March, titled "The store of the past meets the consumer of the future". He argues that Generation X and Baby Boomers are closer aligned with each other than either or the other group is with millennials. Overall, Generation Y members are much more likely to use technology throughout their buying journey and have different expectations in the retail experience, including included in store.
The use of online shopping order in store 
Source: "The store of the past meets the client of the future", Euclid (2018)
Generation Y members appear to be less focused or impressed by the core retail skills than Boomers and Gen Xers, who have focused on waiting times, availability of stocks and simple returns. Although somewhat ambiguous, the report suggests that these are basic or "bare minimum" considerations for the millennia:
Compared to their counterparts in other generations, Generation Y members do not place reasonable cash time at the peak of retail outlets; only 34% indicated that it was a goal for them, compared to 59% of baby boomers and 42% of Gen Xers. They are not overly motivated by a return policy and are not in favor. reasonable exchange; 52% of baby boomers said it was a top priority compared to about a third of millennials. . .
Euclid writes that Generation Y is more social, that she is more likely to shop with her friends and family than other segments. In addition, Generation Y members are more likely than other groups to use multiple channels, including social media, to communicate with brands. And millennia were also much more likely to adopt virtual assistants and smart speakers as future buying tools and communication channels than baby boomers, for example, by far.
The use by millennia of social channels to communicate with brands
Source: "The store of the past meets the client of the future", Euclid (2018)
Given the importance given to technology, one could expect the millennium generation to avoid any interaction with human sales associates. However, the survey found that "they are twice as likely to say that interaction with competent sales personnel influences their purchasing decisions."
Boomers and Gen X were more likely to respond to targeted advertising or promotions than Generation Y. But Generation Y seemed more tolerant of email marketing and less likely to unsubscribe at higher volumes than other groups.
The report's findings and recommendations are relatively simple – but extremely difficult to execute:
- Recognize and adapt to the higher expectations of consumers.
- Understand how different customers approach technology, marketing and channels.
- Adapt marketing activities and in-store experiences accordingly.
Basically, retailers must master the "basics" of in-store experience, be able to respond to buyers / customers through multiple channels and not take a single approach to promotions and the publicity . In practice, only a small percentage of traditional retailers will be able to do this.
About the author
Greg Sterling is a contributing editor to Search Engine Land. He writes a personal blog, Screenwerk, about the link between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on Twitter or find him on Google+.