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Consumers Shop Differently – The Generation Gap

While the shopping journey varies depending on the customer, product and even season, there are similarities within generational groups. Digital Consumers (ages 18-37) have higher expectations for the retail experience than Traditional Consumers (ages 38+) 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.

BRP surveyed 1,298 U.S. consumers to identify how and where they prefer to shop and which factors influence their shopping journey. The findings of the survey are covered in the 2019 Consumer Shopping Habits – The Generation Gap report.

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.

DIGITAL CONSUMERS (ages 18-37)

As Digital Consumers research products, they seek out consumer reviews to make more educated purchase decisions. When choosing a store, 65% want the ability to receive personalized recommendations and 65% prefer the ability to pay via a mobile wallet or retailer app. Receiving merchandise quickly is important with same day delivery a reason to choose a store for 77% of these consumers. Digital Consumers are more likely than Traditional to share feedback on social media for both exceptional and unsatisfactory shopping experiences.

TRADITIONAL CONSUMERS (ages 38+)

Traditional Consumers focus on the basics when they shop – product availability and competitive pricing. While shopping for products, 63% choose a store based on the associates’ ability to order out of stock products. While they are more tolerant on the timing of deliveries, 86% will choose a store with free delivery over one that doesn’t offer this service. Traditional Consumers rarely share feedback on social media for any shopping experience, but for unsatisfactory experiences, 64% will contact the retailer to share their dissatisfaction.

For more information on the generation gap between Digital and Traditional Consumers, download the 2019 Consumer Shopping Habits – The Generation Gap report:

https://brpconsulting.com/download/2019-consumer-shopping-survey

I hope you enjoy this report.  Please share your comments below.

David

Ease of Checkout, Payment Top Consumers’ Shopping List

Convenience Store Decisions – Retailers are adding to POS capabilities now while planning eventual move to cloud-based commerce platforms. According to a new report released last week by Boston-based retail consultant BRP, brick-and-mortar stores are standing up to the seemingly massive shift to online commerce. The key, the report suggests, is in the ease of the shopping and purchasing experience.

According to the report, “SPECIAL REPORT: The State of Store Technology,” the store is still a major part of the customer journey with 79% of consumers indicating they frequently purchase merchandise in a store. With an increased focus on customer engagement and the convergence of physical and digital, the point of sale or commerce platform plays a critical role in shaping the customer shopping experience. The right technology foundation is essential to support the best in-store customer experience.

“Stores remain center stage in the shopping experience, and that experience is an ever-increasing factor in where consumers choose to shop,” said Brian Brunk, principal at BRP (retail consulting firm). “Retailers understand the importance of keeping up with customer expectations; in fact, 75% are considering cloud-based platforms as part of their in-store technology plans over the next several years.”

BRP’s “SPECIAL REPORT: The State of Store Technology” is based on findings from the BRP Consumer Study and the “2019 POS/Customer Engagement Survey” and offers insights into the state of retailers’ current store technology and their future plans.

Read Full Article: Ease of Checkout, Payment Top Consumers’ Shopping List

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.”

Read Full Article: Report unveils consumer shopping preferences based on generation

5 Things Customers Want from Retail Stores and How You Can Deliver

Small Business Trends – The world of retail is changing — perhaps faster than at any time in history. How can a small retailer keep up with what customers want? One way is by keeping up with the latest retail insights from retail consulting firm BRP. The company does a wealth of consumer surveys to find out what today’s shoppers want from retailers.

While some of the research is most applicable to larger retail chains with bigger budgets than small retailers, there is still a lot to learn. You’ll want to pore over the massive report yourself, but here are some of the key takeaways.

What Retail Store Customers Want:

1. Provide Personalized Customer Service
2. Offer Online/Offline Integration
3. Make the Most of Mobile Technology
4. Lure Them with Loyalty Rewards
5. Offer Store Financing

What do retail customers want? It changes from day to day. But since 63% of consumers will stop shopping at your store after just one unsatisfactory shopping experience, you’d better offer it.

Read Full Article: 5 Things Customers Want from Retail Stores and How You Can Deliver

Study: Personalization Important To Young Retail Shoppers

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.

Read Full Article: Study: Personalization Important To Young Retail Shoppers

Survey: Customer in-store experience depends on age

Drug Store News – Customer expectations of the in-store experience depend on whether they are older or younger than 38. According to a new survey of 1,298 consumers from Boston Retail Partners (BRP), “Consumer Shopping Habits — The Generation Gap,” digital consumers age 18-37 approach brick-and-mortar stores very differently than traditional consumers age 38 and up.

For example, digital consumers tend to want in-store technology that enables personalized shopping. Sixty-five percent want personalized recommendations, while 61% want a curated selection of products from stylists and 60% want recommendations based on what is in their closet.

Meanwhile, traditional consumers are more interested in technology that helps ensure product availability – 63% want associates to have the ability to order out-of-stock products and 60% want the ability to search in-store inventory availability.

Read Full Article: Survey: Customer in-store experience depends on age

73% of shoppers want to start, end shopping anywhere

FierceRetail – As many as 73% of consumers want the ability to start and end their shopping journey on any platform they see fit, yet only 7% of retailers currently offer a completely unified commerce experience. According to a new report from BRP, 50% of retailers said they are planning to implement the ability to start a sale anywhere and finish a sale anywhere in the next three years.

But in the meantime, the report solidifies that retailers are struggling to keep up with consumers’ omnichannel demands.

Perry Kramer, senior VP and practice lead at BRP, says there are several reasons why retailers seem to be scrambling to keep up with customer expectations regarding the shopping journey. In part, many retailers have yet to assess the new customer journey and address what is required to deliver the seamless experience that these shoppers expect.

“A good first step is to begin with the concept of building blocks that can be leveraged as part of a holistic customer journey,” Kramer told FierceRetail. “This approach allows a retailer to focus on the areas that are most impactful to the consumer, which varies greatly based on each retail segment. Additionally, this approach allows a retailer to flex and adapt with the rapidly changing set of customer expectations while leveraging past development as opposed to constantly starting over again.”

“The areas of customer experience, customer journey and unified commerce are all moving very fast and morphing like a piece of playdough. If a retailer starts chasing today’s norm without the ability to flex and rapidly change, they will be behind the competition by the time they implement their changes,” Kramer said. “A key guiding principle should be ‘quality needs to exceed quantity.’ This should not be confused with not experimenting, taking risks and learning from misses. The important message is to learn from your misses and do not miss because of quality—miss because you dared to challenge the norm and were willing to learn from it.”

Read full article: 73% of shoppers want to start, end shopping anywhere