Bricks and Clicks—The New Shopping Move
Along with different face structures and appearances, human beings are different from their mindset, strategies, approach, and perception as well. Many of us simply get convinced easily while so many are attracted by brand loyalty, price,sensitivity, and personalized services. However, one factor that remains consistent across the globe is—Shopping Experience.
The worldwide retail market is expected to amount around 30 trillion USD by 2023.Further, with advancing technology and an operational boost of international retailers, the share of the organized retail market is expected to gain a substantial increase.
With this world moving towards modernization, a hectic lifestyle is inevitable. Hence,convenience shopping is an important consideration for the millennial population, which is explosively growing and driving a high tendency to shop online. They are placing greater reliance on the value system of the brand and prefer personalized product and service categories. Most of them aim at differentiating themselves from the rest of the shoppers.
A global study of consumers and retail executives across the US, UK, and Australia highlights the variation in shopping expectations of different generations and the role of technology in personalizing retail. Consumers with younger generations prefer experiences that incorporate technology and seek personalized connections with brands on the social media platform. However, the older generations prefer traditional or conventional retail experience. This gives retailers the key (personalization)to balance consumer expectations.
Although the in-store shopping experience remains an indispensable part of the retail world for all generations, progress retailers cannot deny improvement in the in-store experience. Particularly, when the digital natives are preparing to drive attention extensively on online shopping. Consumers are clear with their expectations and retailers offering personalized experience and engagement will get the opportunity to cater to shoppers across a diverse group of generations.
These days,consumers are seeking confluence of both online and offline channels, where technology will facilitate the enhancement of consumers’ experience throughout the shopping journey. The retail sector will have to find a way to successfully move their approach to ‘bricks and clicks’ to serve demanding millennials. Disconnecting with consumers due to lack of engagement will readily change the face of shopping experience and put a significant impact on the way of branding products and services as well.
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