Young people prefer the real thing to online


Don’t panic! Traditional shopping is not dead

Despite the lure of online shopping young people prefer shopping in-store, according to AMP Capital Shopping Centres (AMPCSC) Recommended Retail Practice Report.

The report’s authors conclude that younger people or ‘future shoppers’ are increasingly looking for an experiential shopping experience, and tangible benefits of in-store shopping.For this reason they are drawn to the face-to-face, touch-and-feel contact that in-store shopping provides.  

DON’T JUST SELL, MEAN SOMETHING

“Future Shoppers value strong ethics and companies whose purpose goes beyond just selling products and services. For them it’s important to show authenticity in everything you do and be a sustainable and ethically conscious brand. Smart retailers have achieved this by identifying and supporting social and environmental causes through partnerships with like-minded charities, introducing sustainable and/or ethical products or employing sales assistants who are passionate about the same social causes,” say the report authors.

MALE FUTURE SHOPPERS: A NEW BALLGAME

When it comes to younger male ‘future shoppers’, the also prefer in-store shopping but are not always comfortable about doing it, say the author’s of the report.

“Male Future Shoppers love shopping in-store and online equally and are ready and willing to buy whenever they can. Although they’ve admitted they feel uncomfortable shopping in shopping centres, and prefer to shop with friends to feel more confident. To address this, smart retailers have focused on their customer service offering, ensuring their team provide a welcoming approach when engaging with this target market.”

VIDEO: FUTURE SHOPPERS

To watch the researchers’ video on future shoppers click on the video below

Read the full report here.

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