Report unveils consumer shopping preferences based on generation

Refrigerated and Frozen Foods – While the shopping journey varies depending on the customer, product and even season, there are similarities within generational groups. It is essential for retailers to understand the shopping preferences of their target audience to design the right shopping experience that appeals to their customers, according to the “2019 Consumer Shopping Habits – The Generation Gap” report, produced by BRP Consulting, Boston.

While the shopping journey varies depending on the customer, product and even season, there are similarities within generational groups. Digital consumers (ages 18-37), for instance, have higher expectations for the retail experience than traditional consumers (ages 38-plus) and embrace the use of technology to make their research and buying process more convenient. Traditional consumers are more focused on the basics of finding their desired product at the right price.

“It is interesting to see what drives consumers’ shopping habits and the differences between generational groups,” says David Naumann, vice president of marketing. “As retailers plan their in-store, online and mobile shopping experience strategies, it is imperative that they align with the desires of their target audiences. Making every experience a positive one is also key, as nearly two-thirds of all consumers will stop shopping at a retail brand after one unsatisfactory experience.”

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