Survey: Millennials want connected store experience
When it comes to shopping in stores, “digital natives” want the same technological conveniences they have come to expect online.
According to a new research report from Euclid Analytics, “Bringing Digital Engagement In-store,” 67% of millennial adults age 18-34 would be very or somewhat likely to use in-store WiFi for faster checkout via an exclusive VIP line. This compares to 60% of Gen Xers 35-54 and only 38% of baby boomers age 55 and older.
Similar generational differences apply to using in-store WiFi for exclusive lines for customer service or in-store pickup (60% millennial, 53% Gen X, 38% baby boomer). The differences between millennial and Gen X responses is less pronounced for requesting attention of a store associate (47% millennial, 42% Gen X) and instant access to a gift, daily deal or same-day discount (72% millennial, 69% Gen X).
However, baby boomers lag in interest for both of these in-store WiFi services (26% and 52%, respectively). Millennials and Gen Xers have the same interest in using in-store WiFi to entoll in or gain access to a loyalty program and its perks (69% for each age group), along with 47% of baby boomers.
Millennials are also more likely to want retailers to directly communicate with them via connected devices. Eighty-four percent of millennials who own a smartphone or tablet want to receive messages from a retailer during a store visit, compared to 74% of the general population.
There are also some differences in how millennials would like to be contacted during a store visit. Fifty-seven percent of millennials would like to choose when they receive an in-store message (such as when they first enter), compared to 47% of Gen Xers and 43% of baby boomers. Millennials are also more likely to want to receive personalized in-store messages based on past online behavior (29%, compared to 22% of Gen Xers and 13% of baby boomers).
According to a new research report from Euclid Analytics, “Bringing Digital Engagement In-store,” 67% of millennial adults age 18-34 would be very or somewhat likely to use in-store WiFi for faster checkout via an exclusive VIP line. This compares to 60% of Gen Xers 35-54 and only 38% of baby boomers age 55 and older.
Similar generational differences apply to using in-store WiFi for exclusive lines for customer service or in-store pickup (60% millennial, 53% Gen X, 38% baby boomer). The differences between millennial and Gen X responses is less pronounced for requesting attention of a store associate (47% millennial, 42% Gen X) and instant access to a gift, daily deal or same-day discount (72% millennial, 69% Gen X).
However, baby boomers lag in interest for both of these in-store WiFi services (26% and 52%, respectively). Millennials and Gen Xers have the same interest in using in-store WiFi to entoll in or gain access to a loyalty program and its perks (69% for each age group), along with 47% of baby boomers.
Millennials are also more likely to want retailers to directly communicate with them via connected devices. Eighty-four percent of millennials who own a smartphone or tablet want to receive messages from a retailer during a store visit, compared to 74% of the general population.
There are also some differences in how millennials would like to be contacted during a store visit. Fifty-seven percent of millennials would like to choose when they receive an in-store message (such as when they first enter), compared to 47% of Gen Xers and 43% of baby boomers. Millennials are also more likely to want to receive personalized in-store messages based on past online behavior (29%, compared to 22% of Gen Xers and 13% of baby boomers).
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