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Accenture research sheds light on millennial shopping behavior and retail trends that are impacting this savvy audience.
As part of this research, we discovered that millennials are much like other shoppers—just a whole lot more connected. They have come to expect a seamless shopping experience and won’t hang around if they don’t find it. For retailers, the message is clear: Give them what they want, when they want it or risk losing them.
Millennials, those born between 1980 and 2000, make up a trillion-dollar demographic and are transforming shopping for everyone. If retailers want to give millennials the seamless experience they have come to expect, they must radically change the way they operate.
For more information, you may also view the Accenture Outlook article, "Who are the Millennial shoppers? And what do they really want?"
Watch the video series below to find out what matters to the millennial shoppers and the experience they seek.
Millennial Myth #1: It’s all About Online Shopping
Download Video Transcript [PDF, 147 KB]
Millennial Myth #2: Loyalty is Lost
Download Video Transcript [PDF, 146 KB]
Millennial Myth #3: Being “Liked” on Facebook Means Millennials “Actually Like You”
Accenture’s seamless journey starts with understanding consumer preferences and ends with helping retailers deliver that seamless experience. View the full results of our latest research study and learn more about building a seamless retail enterprise of the future at www.accenture.com/seamless.
Accenture surveyed 6,000 consumers in eight countries around the globe about their shopping behavior.
Our findings show a significant gap between expectations and reality.
Many retailers have invested in capabilities to provide shoppers with the ability to purchase via different channels. They have also invested in capturing customer data and delivering targeted email marketing and coupons.
However, many retailers are still behind on making an impact with millennials when it comes to providing a connected shopping experience—with integrated merchandising, flexible fulfilment options and value-added services that make the overall shopping experience better, faster and more memorable.
If retailers are going to give millennial shoppers the seamless experience they demand, retailers must keep pace—and not just in IT.
Retailers need to continue to work towards providing a consistent experience for each customer—at every touch point, anytime, anywhere.
Delivering a truly seamless experience requires a presence at every stage of the customer journey, from discovery through research, purchase, fulfilment and beyond, to product maintenance or returns. To achieve this, retailers must also integrate their operations.
Learn more about Seamless Retailing
March 4, 2013
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