News

Millennials not as loyal as some may think, claims report

March 13, 2019

Millennials in the U.S. and U.K. are not as loyal to retail brands as retailers may think. In fact nearly half, 45 percent, acknowledge they're less loyal to retailers than a year ago.

One third of the generation of those 23 to 38 years old are quick to drop a brand that doesn't meet expectations, according to a Brightpearl survey of 4,000 consumers.

Nearly seven in 10 across all age ranges (69 percent) said that if a shopping experience is poor, they will never shop with the same online store again, according to a press release on the findings.

The top consumer gripe with shopping experience is related to delivery and returns, noted the survey.

"Brands that sell directly to consumers but don't own a seamless end-to-end buying journey are setting themselves up for failure," said Derek O'Carroll, CEO, Brightpearl, in the release. "Shoppers no longer have the patience for unsatisfactory shopping experiences — which, unfortunately, are very common."