Popular opinion, backed up by year on year statistics, would suggest that high street retail is in desperate need of a digital overhaul to stay relevant and engaging. TKM was keen to stress test this point of view and commissioned a “Generation Y” insight report to better understand what the retail experience is really like through the eyes of a “digital native” millennial. Through both qualitative research and a practical approach, our millennial 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 and where progress will need to be made for many of the retailers to ensure the high street stays relevant.
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.
We will be publishing the report early in the new year, if you’d like to discuss any of the findings before this, please get in touch at hello@tkm-consultants.com