SAN FRANCISCO – Euclid Analytics released a study this week, conducted online by Harris Poll, revealing consumers’ desire for an online shopping experience in the physical world. The findings cite differences between millennial (aged 18–34) men and women's shopping preferences, the wants of baby boomers (55+), and how the majority of customers want to receive communication from a store after a visit.
"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," said Brent Franson, CEO of Euclid Analytics. "As these shoppers walk into stores, Wi-Fi will create the new 'logged-in' experience that bridges the physical and digital worlds."
According to the survey results, both millennial men and women would use in-store Wi-Fi while shopping for a more personalized experience. However, each gender differs in what their preferred shopping experience looks like. Sixty-eight percent of millennial men who own a smartphone or tablet say that if a retailer or other business offered guest Wi-Fi, they would be very or somewhat likely to use it for getting faster check-out via an exclusive VIP lane. On the other hand, nearly three-quarters of millennial women who own a smartphone or tablet say they would be very or somewhat 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 millennial women say that if a retailer, restaurant or other brand they've done business with used their personal customer history and data to provide personalized services, they'd be more loyal to that brand.
Though millennial men and women value perks and services differently, these results point to an overarching trend of millennial consumers wanting seamless, digital shopping experiences while they are inside physical stores. However, a one-size-fits-all approach will not work. Brands must understand and act upon gender nuances to be successful and deliver a top-notch experience.
Baby boomers' in-store shopping preferences are surprisingly similar to that of millennial shoppers, according to the survey. The pervasiveness of mobile devices has bridged the gap between baby boomers and millennials. Based on the survey's findings, 59% of people aged 55+ say they'd want to receive messages from a store through their mobile device during their visit. Furthermore, the most important thing to adults aged 65+ who would want to receive messages is choosing how and when they receive them, with 74% of this age group stating as such.
Americans across the board also want to receive communications from stores, and they don't want the experience to end when they leave the store. The survey found that an overwhelming 81% of Americans want to receive communications from a store following a recent visit.
Millennials were the highest out of all the demographics wanting to receive communications from a store or business, with 88% stating this. Even more interesting, they want to be able to choose how and when they received messages, with 77% of U.S. adults who own a smartphone or tablet saying that this type of control was the most important thing to them when it came to receiving messages from a store or business.
To view the complete findings, download the full report.