Our Millennial retail insight report, written by Serena Helate and published by TKM, is now available to download!
Serena, “Generation Y and pushing 20”, carries out a “Marketing Experiment” to assess the state of the retail shopping experience, with an emphasis on the impact of mobile and digital technology. Her insights can be downloaded here and include:
- Have Millennial’s abandoned the high street
- Are digital trends playing out in-store?
- A trip down Oxford Street
- Data is still your biggest asset – use it
- A major high street retailer case-study
Through both qualitative research and a practical approach, Serena guides us through the consumer experience whilst assessing the current failures of high street stores. With a keen focus on how digital transformation, or the lack of it, is undermining the shopper experience, Serena identifies where progress will need to be made for many of the retailers to ensure the high street stays relevant for Millennial shoppers.
The report provides fresh insight for retailers looking to attract a younger demographic and develop both loyalty and advocacy amongst this customer segment. We live in an expectation economy and these customers expect a better, more digitally joined up relationship with the major high street brands. This is perhaps the first generation who are no longer satisfied or have the patience to deal with some of the long standing in-store practices that are no longer suitable for the digital age.
If you’d like to discuss any of Serena’s findings in more detail, or discuss how we can help you strengthen your marketing strategies through technology enablement, please get in touch at hello@tkm-consultants.com