Millennials still prefer stores to online shopping, but want less store staff
A new report has revealed that store staff are considered a hindrance when it comes to shopping in stores for almost 50% of UK millennials.
London-based brand experience consultancy I-AM commissioned a survey of 2,000 consumers aged between 18 and 35 living in a number of UK cities to discover their behaviours towards online shopping and the retail experience.
The report, titled “The Convergence Continuum”, revealed that 74% of UK millennials still prefer physical stores to online shopping, and 36% prefer shopping malls. In fact, 80% of people went shopping as a day trip in the last month, with 50% of those going in the last week.
But the younger generation has strong opinions about how the shopping experience in store should be, with 70% of those surveyed thinking that staff should be confined to pay points. While 28% would happily shop without staff, 48% still value help in store. Notably, 70% of millenials would like store staff to be more knowledgeable.
There seems to be an interest in getting more information, whether through in store workshops and tutorials (45%) or by using phones to navigate, discover more and pay (51%).
Meanwhile, home delivery is preferred over click and collect by 73% of people, and 56% of consumers would like retailers to complement their click and collect service by offering a space to try on clothes and facilitate returns and refunds.
“Both online and offline, people prefer multi-brand stores over mono-brand ones. Retail has undergone a seismic change in the last decade. Though this has been largely driven by technology, our consumer attitudes to what shopping is and does has shifted dramatically and our needs, platforms and spaces have converged. We no longer shop in specific bursts, rather shopping hums along at our pace of life,” said I-AM Group Partner, Pete Champion.
“Retail has become a continuous chain-reaction of movements, events, experiences and motives. Shopping has become relative – relative to context, person and place and has moulded into four dimensions of space and time. Shopping is no longer about the what and where, but how and when.”
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