Millennials (ages 19-34 years) are playing a defining role in shaping the future of retail. There are over 80 million millennials in the United States. Although they are tech savvy and digitally connected, majority of them shop at brick-and-mortar stores. Millennials are truly “integrated” shoppers using both in-store vehicles as well as digital interactions in their purchase journey. They expect a seamless experience between online and in-store activities. At the same time, they expect convenience, value and speed in each transaction. They also enjoy loyalty programs that create such relationships. Millennials respond best to brands and retailers who offer personalized, unique and experiential interactions that are customized for each shopper. In essence, they prefer a one-on-one relationship instead of just a sales transaction. Retailers have an opportunity to build these interactions via their own branded apps and websites.
