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Creating a multi-generational experience for your shoppers

Accenture research shows surprising similarities and unexpected differences among consumers from several generations.

Retailers are striving to meet the needs of their shoppers–in store, online, via mobile device–and trying to keep up with their habits and desires can be daunting. Accenture surveyed almost 10,000 people in 13 countries around the globe. Our research findings show many similarities yet many differences in the way people of different generations shop.

Intending to purchase more online
The percentage of shoppers who expect to purchase more online in the next 12 months is very similar when comparing Millennials to GEN X’ers, 51% and 45% respectively. And while still significant, 40% of Baby Boomers said as such.
Shopping for groceries online
While only 17% of Millennials and 12% of Baby Boomers are buying groceries online, of those who are, 25% of Millennials are buying more than 50% of their annual grocery purchases online compared to only 15% of Baby Boomers. GEN X’ers are in the middle at 21% making more than 50% of their annual grocery purchases online.
Create an enticing in-store experience
Millennials are more interested in shopping in stores than their elders. In fact more than twice as many Millennials (38%) said they are doing this more often as compared to Baby Boomers (15%).
Buying in store and bringing home their purchases (versus buying in store and shipping their purchases home)
With Millennials shopping more in store in the past 12 months, it’s no surprise that 38% of Millennials are making purchases in store and carrying their items home with them more often, significantly more than both GEN X’ers (26%) and Baby Boomers (22%).
Same-day delivery is an important delivery option
Getting their items quickly is important, with 27% of Millennials saying same-day delivery is the most important delivery option. 24% of GEN X’ers said as such. While 16% of Baby Boomers think same-day delivery is important, it’s clear, they are more willing to wait for their items to be delivered compared to the younger generations.
Comfort level releasing personal information
Almost half of Millennials are comfortable sharing their personal information in exchange for more targeted communications. Much more willing than Baby Boomers, 26% said they’re comfortable. Whereas GEN X’ers are still pretty comfortable with 38% willing to provide their information.

See more findings from Accenture’s Seamless Retail Consumer Research here.

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Creating a multi-generational experience for your shoppers

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