Shopper Marketing - April 2017 - 138

Millennials Will Shop In-Store

M

illennials are more likely than other
demographics to be shopping online
for groceries and it is predicted they
will do so even more in the future. But all is
not grim for retailers and brand marketers -
the future presents opportunities!
Shopping online is natural, as it's always been
part of their shopping behaviors. But original
research shows millennials like shopping
in-store, too! Because most of their experiences are omnichannel and multimedia, they
thrive on stimulation, customization and
interaction. They feel that in-store displays
make shopping more fun.

Keep Them From Defecting
Research shows millennials want to be
engaged in-store, and that they like the experience of seeing new items and trying new
products. In-store displays are important for
keeping shoppers in-store, especially for this
youngest shopper demographic, which is the

mostly likely to defect.
Millennials are most likely to say that displays
like the one they were shown for a leadingbrand soft drink:
* Would catch their eye
* Would make shopping more interesting
* Would make them more willing to try a new
product/brand displayed
* Would make them buy more of a product
displayed than they had intended to
The research also shows millennials having
positive correlation between unique, contemporary displays and the store itself. Their
positive perspectives on in-store impressions based on displays are more prevalent
than other consumer groups, indicating more
passion and opportunity to convert.
Asked specifically about defecting to online
grocery shopping, 28% of millennial respondents say: "I would be less likely to consider
shopping online" if more displays were at his/
her grocery store.

Online Grocery Shopping Habits
Shopping for Groceries Online
More this Year than Last Year
66%

55%

Millennials

Gen X

33%
Baby Boomers

Source: Carbonview Original Research, February 2017

Though millennials
indicate they like
shopping online for
groceries, they also show
enthusiasm for trying
new things and having
interactive, experiential
trips to the grocery store.
4

You can keep
millennials in-store!
* 28% of millennials say they

like seeing/trying new things
advertised at the store!

* 1/3 say a display would make
them feel favorably to the
store

* Almost 1/3 say display would

make them think the product
is of higher quality than the
competitors' products

Source: Carbonview Original Research, February 2017

Great Insights. Great Design. Great Execution.



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
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