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