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    Accenture Retail Adaptive Research Results Global Generational Data 2016 SCROLL

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    dale_938841649
    The document analyzes shopping habits and preferences across generations based on a survey. Younger shoppers are more likely to shop on mobile devices and expect mobile services in stores. Most shoppers' favorite retailers are keeping up but expectations are rising. Shoppers are also more open to online and mobile shopping as well as sharing some personal information.

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    Accenture Retail Adaptive Research Results Global Generational Data 2016 SCROLL

    Uploaded by

    dale_938841649
    43 views1 page
    The document analyzes shopping habits and preferences across generations based on a survey. Younger shoppers are more likely to shop on mobile devices and expect mobile services in stores. Most shoppers' favorite retailers are keeping up but expectations are rising. Shoppers are also more open to online and mobile shopping as well as sharing some personal information.

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    Accenture Retail Adaptive Research Results Global Generational Data 2016 SCROLL

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    The document analyzes shopping habits and preferences across generations based on a survey. Younger shoppers are more likely to shop on mobile devices and expect mobile services in stores. Most shoppers' favorite retailers are keeping up but expectations are rising. Shoppers are also more open to online and mobile shopping as well as sharing some personal information.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    43 views1 page

    Accenture Retail Adaptive Research Results Global Generational Data 2016 SCROLL

    Uploaded by

    dale_938841649
    The document analyzes shopping habits and preferences across generations based on a survey. Younger shoppers are more likely to shop on mobile devices and expect mobile services in stores. Most shoppers' favorite retailers are keeping up but expectations are rising. Shoppers are also more open to online and mobile shopping as well as sharing some personal information.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    2016 Generational Research:

    Customers
    are shouting, are
    retailers listening?
    Accentures survey of global consumers reveals many similarities, yet significant
    differences in shopping habits and preferences across the generations. It's not a
    one size fits all situation and it's forcing retailers to adapt to reach their intended
    audience. Below are the key findings from our research.

    1 Younger shoppers are shopping on the go


    Used smartphones more frequently
    to find what they want this year
    52%

    39%

    Millennials

    20%

    Gen X

    Boomers

    Expect to purchase more via


    smartphones this year
    34%

    27%

    Millennials

    Gen X

    Millennials

    14%
    Boomers

    58%

    Find it easy to purchase via


    mobile devices
    58%

    47%

    Millennials

    Boomers

    Gen X

    Only
    of global
    retailers have smartphone apps
    with purchase capabilities

    31%

    Gen X

    Boomers

    Shoppers are demanding


    more services via their mobile
    phone while shopping in store
    SHOPPERS

    GLOBAL RETAILERS

    Cant wait to receive real-time promotions


    Millennials

    49%

    Gen X
    Boomers

    48%

    7%

    can send real-time promotions

    41%

    Want ability to automatically


    credit coupons and discounts

    16%

    43%

    Millennials

    1/2 OFF!

    42%
    40%

    Gen X
    Boomers

    can automatically credit


    coupons and discounts

    31%

    Want to use shopping list /


    item locators / navigators

    have apps with shopping list


    capabilities; 4% have virtual
    store display capabilities for
    the mobile phone

    40%

    Millennials

    36%

    Gen X
    Boomers

    31%

    Want to be able to easily order


    out of stock items in store

    43%

    provide the ability to easily


    order out of stocks via mobile
    phone in store

    41%

    Millennials

    36%

    Gen X
    Boomers

    29%

    3 Retailer

    capabilities that
    were nice to have are
    becoming must haves

    What would most improve the


    connected shopping experience?

    SHOPPERS

    IN STOCK

    GLOBAL RETAILERS

    The ability to check


    product availability online
    prior to going to the store

    28%

    provide
    store-specific
    stock availability
    information

    57%
    49%

    45%

    Millennials

    Gen X

    46%

    Boomers

    have store staff


    who can order
    out of stock
    items for
    customers

    The ability to easily order


    out of stock items in stores

    9%

    28%

    26%

    26%

    Millennials

    Gen X

    Boomers

    have in-store
    kiosks to order
    out of stock
    items while
    shopping in
    store

    Shoppers who say their favorite


    retailer is keeping up with the needs
    of their current lifestyle

    60%

    Millennials

    Gen X

    58%

    Boomers

    54%

    However, shoppers expect more...


    SHOPPERS

    GLOBAL RETAILERS

    Percentage who said the


    following met or did not meet
    their expectations:
    Interaction Millennials
    with store
    50%
    staff

    Gen X

    Boomers

    51%

    55%

    knowledgeable staff who can


    68% have
    explain features as necessary
    provide sales associates with
    1% tablets so they can easily access
    customers to book time with
    3% allow
    sales associates and receive an

    customer history

    Met
    Did not meet

    Web
    environment

    Delivery
    options

    Return
    policies

    15%

    15%

    13%

    54%

    50%

    47%

    12%

    12%

    12%

    54%

    52%

    51%

    11%

    10%

    10%

    50%

    51%

    52%

    11%
    Millennials

    9%

    8%

    Gen X

    alert when someone is available

    56% have next day delivery options


    same day delivery
    11% have
    options
    delivery scheduling on
    49% enable
    a specific day
    have click & collect
    39% capabilities
    57%

    allow shoppers to return


    online orders to the store for
    a refund or replacement

    Boomers

    5 Shoppers are

    online more to find


    what they want to purchase
    85%
    80%

    Millennials
    Gen X
    Boomers

    Shopping online
    (global average)

    70%

    Shopping online for:


    94%
    88%

    Millennials
    Gen X
    Boomers

    Apparel

    Electronics

    78%
    93%

    Millennials
    Gen X
    Boomers

    Household goods

    89%
    84%

    86%
    83%

    Millennials
    Gen X
    Boomers

    Health and
    beauty products

    76%

    84%

    Millennials
    Gen X
    Boomers

    77%
    66%
    68%
    62%

    Millennials
    Gen X
    Boomers

    Groceries

    47%

    ?
    6 Trust continues
    to be an issue
    SHOPPERS
    Very concerned
    that their personal
    information could
    be stolen
    58%

    GLOBAL RETAILERS

    56%

    41%
    10%

    56%

    have the ability for shoppers to


    specify marketing preferences
    try to collect name, address,
    email and phone number in store

    71%

    have loyalty programs


    Millennials

    Gen X

    Boomers

    22%

    Confident that their


    favorite retailer is
    safeguarding their
    personal information
    37%

    provide shoppers with the


    ability to create a profile of
    their likes and dislikes

    33%

    Millennials

    88%

    28%

    Gen X

    allow shoppers to access


    Facebook (or local
    equivalent) via their website

    Boomers

    7 Shoppers are open to

    Instacart a service that


    handles the shopping at
    one or multiple retailers and
    delivers products for a fee
    Millennials

    Gen X

    55%

    Boomers

    44%

    Indicated that they were


    very or somewhat likely to
    use this type of service

    30%

    51%

    Are willing to pay a 1-5%


    premium on the cost

    60%

    37%

    8 Health information is becoming


    less of a taboo subject for
    shoppers to share
    Percentage of shoppers who are willing to
    provide health information to retailers
    Millennials

    Gen X

    28%

    Boomers

    22%

    29%

    9 Shoppers want retailers to improve the customer


    experience (without invading their privacy)

    Percentage of
    SHOPPERS think that
    the following are

    COOL!

    CREEPY!

    Items automatically discounted for loyalty points and discounts

    75%
    76%
    73%

    Millennials
    Gen X
    Boomers

    1/2 OFF!

    6%
    5%
    7%

    Promotional offers sent to them based upon items they are considering online

    60%
    57%

    13%
    15%
    23%

    46%

    Websites optimized by device

    60%
    56%

    13%
    13%

    41%

    27%

    Purchases automatically charged to an account without pulling out wallet or mobile

    42%
    36%
    26%

    32%
    38%

    50%

    Websites that provide recommendations based upon social media activity

    42%
    34%

    29%
    36%

    20%

    52%

    Retailers showing feedback left by their friends on products theyre considering

    39%
    30%

    28%
    38%

    15%

    55%

    Sales associates who know what is in their online wishlist/basket

    34%
    29%
    19%

    37%
    40%

    52%

    10 Google has had the


    biggest impact on
    shopper lifestyles

    Google has had the biggest impact on


    shoppers. Facebook and Amazon have
    also had big impacts on millennials.
    Brands that have not had that much
    impact: Apple, Netflix, Uber.
    Google

    64%

    Google

    Facebook

    50%
    DID change
    their lifestyle

    Amazon

    Google

    44%

    41%

    Gen X

    Millennials

    Did NOT
    change
    their lifestyle

    44%

    Boomers

    14%
    31%

    32%

    Global sample of consumers: Accenture surveyed over 10,000 consumers in 13 countries around the globe (Brazil, Canada,
    China, France, Germany, Italy, Japan, Mexico, South Africa, Spain, Sweden, the UK, and the US) who have shopped online and
    in stores in the last three months who indicated regular internet and smartphone use. The breakdown of consumers that
    self-selected their generation: almost 4600 were Millennials, over 3300 were Gen X and almost 2100 were Boomers. Survey
    conducted in November 2015.
    Global retailer benchmark: Accenture benchmarked over 160 retailers representing the apparel, consumer electronics,
    discount/mass/hypermarket, grocery, drug/health & beauty and home improvement sectors in 10 countries: Brazil, Canada,
    China, Germany, Italy, Japan, Spain, Sweden, UK, US.

    2016 Accenture All rights reserved.

    25%

    20%

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