Shopping behaviour of the future

The shopping experience of the future

Digital Natives

Values & expectations

© Humix, for #RDN17


Values & Views

© Humix, for #RDN17Defined by what they do. Not by what they own

Sharing economy



Gen Z is more private than Millennials and share in small (closed) groups.

They are aware of what happens online with data.

Micro Influencers


Strong personal influencers in their

communities

They engage more actively and

authentically

They build trust


Tolerance:

Post-race, Post-gender: Gen Z’s motto: “Unique is the new cool” they use

products to express their individuality and unique sense of identity

Know me – Omnichannel personalisation


Get the data


Unique in communication



(Self) educated:

They know how to access information, they expect information and

transparency

Reviews done right


40%

Millennials & Gen Z shoppers mostly buy items based on: receiving

the lowest price, seeing products in stores, and reading reviews.

Of Gen Z shoppers solicit purchase

opinions from friends and family

2xTwice as many Gen Z shoppers turn to

Youtube before making a purchase

“

Source: Accenture Digital Dust, 2017

Reviews done right


The effect


+/- 20 reviews per SKU (every year)

Reviews have a shelf life,

2 years ago = not relevant

Source: Bazaarvoice, 2017

Simply ask


40%Of Gen Z shoppers say they give

feedback often to very often

Product in real life



Speed & convenience:

Don’t waste time on irrelevant things. They are willing to pay extra for

more convenience

Instant gratification


58%

Second-day delivery is becoming the norm for online delivery,

and next-day and same-day delivery are now commonplace

Of Gen Z shoppers who say they’d pay

more than $5 for one-hour deliveries

71%

Of Gen Z shoppers are interested in a

utomatic replenishment programs

“

Source: Accenture Digital Dust, 2017


Instant gratification

1 I start searching now

I want to buy X

2

Search for provider

3

Decision

4

Acquire

5

After purchase• Immediate fulfillment

• Price vs fulfillment

need

• Reviews, feedback

• Google

• Bol.com, Amazon,

Coolblue

• Trusted brands

• Most convenient channel

• Support

• Refill purchase

Voice shopping


Sofasizer – smart filters


Technology


Responsible:

Experienced recession, they want to work


Responsible:

Experienced recession, they want to work


Socially conscious:

They value courage and social entrepreneurship

What stays the same?


Products that

fit their needs

A good buy

Compare the

options Price isn’t the only

important factor

Human psyche

© Humix, for #RDN17No waiting

© Humix, for #RDN17Narrow minded

© Humix, for #RDN17Unreliable (false) information

© Humix, for #RDN17No option to give feedback or get into contact

Be:


What can you do?


The right message at the right time and place

Integrated omnichannel data approach

Profile & Personalize

Provide information & reviews

Stay in contact both online as offline


Make sure you

know all about

your users

@HumixBE @lonnekespinhof

Shopping behaviour of the future

Retail