Why Millenials & Gen X Are Preferring To Visit Brick and Mortar Shopping Locations vs Online Only

The shopping landscape has experienced many changes over the past several years. Online shopping has become big business, with over 90 percent of retail sales coming from E-commerce in the first quarter of 2018. The popular perception is that millennials and gen x shoppers born between the mid-1970s and the early 2000s, are driving this shift in the retail landscape.

You may be surprised to learn that gen y shoppers and millennials love the experience of brick-and-mortar shopping. Here are five reasons why young shoppers want to stay with the traditional shopping model- at least for part of their shopping experience.

1. Bargain Hunting

The Northeast region has the greatest proportion of millennials who shop brick-and-mortar stores. First Insight, a market forecasting firm, has found that 25% more millennials are shopping in multiple stores looking for deals. In a surprising contrast, 65% of baby boomer shoppers would rather explore shopping deals online. One reason for Gen X and Millenials to be bargain hunting, can be attributed to their time in life. Namely, many in this time of their life are raising a family. And as we all know kids dont come cheap. They need clothes, food and all the stuff that comes with them.

2. Search for Quality

Comparing products in person gives the shopper a much better idea of quality for the price. This can be difficult to judge online, where a shopper has to rely on reviews to find out more about the product. Online product reviews can be skewed or even fake. When a shopper finds a product in person, he or she can examine it in many different ways and find out whether it is worth the money.

3. Ability to Try Things On

Being able to try on garments (see New York & Company, Hanes & vf outlet) and shoes is a major advantage of shopping in brick-and-mortar stores. Clothing sizes are not always standard, and it may take some trial and error to find the correct size. In a retail store, a customer can take several different sizes into the fitting room and judge which one is the best fit. Online, this could take several rounds of tedious returns.

4. Easier Returns

Shopping online may be simpler in theory, but returning products is not. Generally, a customer must pack the item and ship it back to the seller. This is a hassle, and not all product returns are free. Returning an item to a brick-and-mortar store requires only a receipt and in some cases a form of identification. It is much easier to go into a store and exchange an item that doesn’t fit or is the wrong color.

5. Fun Shopping Experience

The experience of shopping in a brick-and-mortar store is fun for many consumers. Many people enjoy the social aspect of shopping, from seeing other people out and about to interacting with store staff. Shopping in a mall or outlet center can also include stops for meals and snacks. Many customers enjoy relaxing in a restaurant when their purchases are complete.

Final Thoughts

Millenial shoppers continue to shop in brick-and-mortar stores even as other age groups have begun to move online. Young shoppers enjoy the convenience of shopping in person. Since their demographic is not as affluent as others are, they have a strong interest in saving money. They are better able to compare the price and quality of products they want to buy, and they are able to return items much more easily.

The experience of shopping in a mall or outlet can’t be replaced by visiting a website. Young shoppers will continue to visit brick-and-mortar stores and will be an important part of the retail landscape going forward.

source https://www.shoprockvale.com/younger-buyers-cause-retail-resurgence/

How Millenials Are Changing Retail Shopping

Millennials are frugal shoppers. They typically don’t have as much money as their parents did, so they are committed to comparing prices when making a purchase. Retailers have to learn new tricks to earn and keep their business.

Millennials are changing retail in four noticeable ways. Furnished with an unlimited selection and transparent pricing, Millennials know exactly what they want and where they will purchase it. Also, they expect to be rewarded for giving retailers their business, but they don’t want to be limited to any specific brand. In addition, they cannot be bothered with the drama and hassle of a crowded mall on a Saturday afternoon; rather they prefer the ease and comfort of online buying from home. Finally, they see going to the store as a form of entertainment that should be shared with friends.

Less Impulse Buys. Most Millennials know exactly what they are going to buy before they even leave for the store. They believe in bargain hunting and do not have the funds to support impulse buys. Millennials research all prices and selection, usually online, before choosing a store. This means that they visit fewer stores, but may actually spend more at each store. Retailers cannot rely on impulse buys to increase profits. Instead, they must learn to attract savvy shoppers who do their homework before heading out the door.

Entertaining Incentive Packages

Millennials prefer making purchases from merchants that reward them with incentives to buy again. Services like Foursquare and Facebook Places turn buying into a game because they offer rewards that can be redeemed with a common currency. Instead of store-specific rewards, customers can redeem rewards across many different retailers. Merchants can keep up with this trend by learning to collaborate with each other to offer shoppers rewards at multiple locations. They must recognize that shoppers will want to cash in on their rewards at multiple stores, but they will still expect their privacy to be protected.

Online Retailers Are Less Hectic Yet Lacks The Personal Connection That They Crave

Millennials sometimes want to avoid the stress of the mall. Some days they do not have the patience for crowded parking lots or long check-out lines. Rather, they may prefer the comfort and convenience of buying online, particularly true on the busiest shopping days of the year.

Instead of braving the crowds at the store on Black Friday, they are more likely to shop from the convenience of their own homes on Cyber Monday. Online purchasing clubs like Gilt.com, Shopitome.com and Designer Social provide a useful means for comparing prices. They allow shoppers to find the exact products they want for the best price. Retailers can attract online shoppers by offering perks such as free shipping, easy returns, and peer reviews.

Spending Time with Friends & Building Relationships

One distinguishing characteristic of Millennial shoppers is that they prefer to shop with peers. They seem to rely on the assurance that their purchases will be consistent with those of others in their social group. Also, they see visiting stores with friends as a fun, relaxing pastime. In fact, they may choose a vacation destination based on access to retail areas. Also, women are not the only ones doing the buying.

Male Millennials shop more often than their counterparts from previous generations. Many admit that they shop for clothes several times per month, if not at least once per week. Retailers need to recognize that Millennials see shopping as a social event. They can attract customers by finding ways to make going to the store an entertaining event like a social gathering. Online retailers can achieve this with peer-sharing tools such as social networking, blogs, and live chat customer services.

Transparency is Key

Millennials are media savvy and socially conscious. Retailers must recognize that their customers are aware that they are the focus of marketing. Brands that want to succeed must keep the lines of communication open with their customers. It is important for them to be frank and disclose any inaccuracies or oversights.

At The Shops @ Rockvale we are dedicated to bringing new technology, better user experience and a better shopping environment. Keep checking back to our location for our new stores and improvements that we will be making to the grounds and facilities.

The Shops @Rockvale
35 South Willowdale Drive Suite 127 Lancaster, PA 17602
(717) 293-9292

 

source https://www.shoprockvale.com/millenials-changing-physical-shopping/