A recent study highlights the shopping preferences of millennial men and women, revealing that this group of 18 to 34 year olds seeks an online shopping experience in store that is focused around personalisation and wi-fi access.
Based on the analysis of 2,115 adults in the U.S, the study by Euclid Analytics reveals that both millennial men and women who have a smartphone or tablet seek tailored experiences via in-store wi-fi.
According to the survey results, both millennial men and women would use in-store wi-fi while shopping for a more personalised experience. However, each gender differs greatly in what their preferred shopping experience looks like. The study shows that 68 % of men aged 18 to 34 who own a smartphone or tablet say that if a retailer offered guest wi-fi, they would be likely to use it for getting a faster check-out via an exclusive VIP lane.
On the other hand, nearly three quarters of women aged 18-34 who own a smartphone or tablet say they would be likely to use the guest wi-fi service to get instant access to an exclusive gift, daily deal, or coupon for that day’s purchase.
In addition, 53 % of women aged 18 to 34 say that if a retailer used their personal customer history and data to provide personalised services, they’d be more loyal to that brand.
“These results point to an overarching trend of millennial consumers wanting seamless, digital shopping experiences while they are in physical stores,” the report explains.
It stresses, however, that a one-size-fits-all approach will not work.
Chief executive of Euclid Analytics, Brent Franson, says: “This research clearly illustrates a trend – millennials and other mobile-connected consumers want from physical retail what they get online: a highly personalized and convenient shopping experience. As these shoppers walk into stores, wi-fi will create the new ‘logged-in’ experience that bridges the physical and digital worlds.”
Millennials were the highest out of all demographics wanting to receive communications from a store or business, with a figure of 88%, however the report also found that baby boomers’ in-store shopping preferences are surprisingly similar to that of millennial shoppers.
The pervasiveness of mobile devices appears to have bridged the gap between baby boomers and millennials. Based on the survey’s findings, 59 % of people aged 55 and older say that they’d want to receive messages from a store through their mobile device during their visit.