Two thirds of millennials want innovation in-store says report

7th February 2018

Two thirds of millennials are seeking innovation in-store to tempt them away from online retailers, according to new research.

Online marketplace OnBuy.com says that two thirds of millennial consumers are more likely to buy from the physical outlets of brands with stores that are interesting or different, compared to just 50 per cent of the wider population. A similar number of 25-34 year old consumers find it easier to communicate with retailers via text, messenger apps or online than they do face-to-face.

OnBuy’s report also predicts that, with virtual reality (VR) and augmented reality (AR) technology developing quickly, mobile shopping will overtake in-store shopping in the next five years. The report is based on a survey of 1,500 respondents, and by using a 2017 report from PWC, which analysed the shopping preferences of nearly 25,000 consumers.

“As technology is evolving so rapidly, it is important that companies incorporate new technologies into their business to help keep up with the times,” says OnBuy.com managing director Cas Paton. “Our survey highlights that consumers want to see more of tech, both in-store and online, and it is vital to do so if you want to future-proof your business for the foreseeable future, and thrive – particularly in the retail sector.”