Published on 19 February 2015

GFK - How today’s young shoppers see tomorrow’s shopping experience

Looking to the future: how to win over young shoppers

GFK has undertaken a multi-country study of over 7,000 shoppers in Brazil, China, Germany, India, Italy, Russia, South Africa, South Korea, the UK and US. The Global Young Shopper Survey is an authoritative study that gives a glimpse of both the shops and shoppers of the future.

GFK asked young shoppers what they would hope to see from retailers in the future. While lower prices come top of their wish list across all markets studied, improving the shopping experience with greater choice, easier returns and improved delivery services mattered to all consumers.

Section summary

» Young people expect to shop in physical stores more in future.

» Shopping is considered a social activity - and stores are a crucial ingredient.

» Retailers need to focus on offering an experience in-store to differentiate their offer.

» Young people want to be able to choose where they shop – there is no either or decision between stores and online anymore.

» The phenomenon of researching online and shopping in-store (webrooming) has grown in popularity to surpass showrooming (researching in-store before buying online).

» Young people use their mobiles more than any other age group to research and buy products and services.

» There are still barriers that prevent young consumers from shopping online and retailers need to understand these

to tackle them.

» More choice, easier returns and improved delivery services matter to all consumers in the survey.

» Consumers in nine of the ten markets studied expect to research and buy online more in the next two years.

» New technologies such as Amazon’s drones for delivery are appealing, but more in some countries than others.

» Younger shoppers have a greater appetite for personalization – and are prepared to share their personal data in exchange.


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