Millennials aren't anti-store and don't mind being tracked
Contrary to what a good number of media reports claim, half of millennial shoppers prefer in-store shopping, and a good majority, 70 percent, don't mind having their purchase and browser activity tracked by retailers.
"While we're seeing much more mobile traffic than we ever have in previous years, especially with the younger buyer, our survey found that brick-and-mortar is alive and well with millennials, and the need for a strong, well-executed and cohesive omnichannel presence beyond online is key when capturing millennial spend," said Michael Osborne, CEO of SmarterHQ, in a press release on his company’s latest survey regarding the millennial shopper in the retail environment.
Additional survey findings include:
- 95 percent are doing other things while shopping, including working, watching TV, or talking to friends.
- 74 percent are frustrated with too many marketing communications, and the majority prefer one to three marketing emails per month.
- Only 6.5 percent consider themselves brand loyal, however, those who prefer personalized communications have a 28 percent higher brand loyalty than those who do not.
- 70 percent are frustrated by brands sending irrelevant emails, and prefer to receive personalized emails offering certain information like sale notifications for previously carted items, sale notifications for previously browsed items or categories, and recommended products based on their interests.