Millennials would use in-store wi-fi while shopping for a more personalised experience

Millennials would use in-store wi-fi while shopping for a more personalised experience

Millennial consumers in the US are radically reshaping their in-store shopping expectations around personalisation and convenience to give them the same experience they get online, new research has found.

And wi-fi has a key role to play in bridging these worlds and delivering this more personalised experience, according to the report by Euclid Analytics and commissioned by Harris Poll.

Both millennial men and women would use in-store wi-fi while shopping, the research suggests.

However, while around 68% of men aged 18 to 34 who own a smartphone or tablet said they would be very/somewhat likely to use a retailer's guest wi-fi for faster check-out via an exclusive VIP lane, nearly three-quarters of women in the same demographic said they would be very/somewhat likely to use the guest wi-fi service to get instant access to an exclusive gift, daily deal, or coupon for that day's purchase.

The survey also revealed that 53% of women aged 18 to 34 said that if a retailer, restaurant or other brand they've done business with used their personal customer history and data to provide personalised services, they'd be more loyal to that brand.

Though millennial men and women value perks and services differently, the results point to an overarching trend of millennial consumers wanting seamless, digital shopping experiences while they are in physical stores. But the report warns that, "a one-size-fits-all approach will not work",and that brands must understand and act upon gender nuances to be successful and deliver a top-notch experience.

"This research clearly illustrates a trend: millennials and other mobile-connected consumers want from physical retail what they get online: a highly personalised and convenient shopping experience," said Brent Franson, CEO of Euclid Analytics. "As these shoppers walk into stores, wi-fi will create the new 'logged-in' experience that bridges the physical and digital worlds." 

The survey is based on an analysis of 2,115 US adults aged 18 and older between 18-22 February.

It also found that baby boomers' (55+) in-store shopping preferences are surprisingly similar to those of millennial shoppers. Around 59% say they'd want to receive messages from a store through their mobile device during their visit, with the most important thing being able to choose how and when they receive them.

Americans also don't want the experience to end when they leave the store, the survey revealed, with 81% of US shoppers wanting to receive communications from a store following a recent visit. Millennials were the highest out of all the demographics wanting this, at 88%.