How do changes in consumer behavior affect the retail industry and what is worth to pay attention in 2016? Most of the analysis underline a fact that retailer is no longer just a supplier of product for sale. A customer should find a consistent experience of any service that a retailer provides. It is creating brand loyalty. How can we achieve this?
Millenials generation (people born between 1990 and 2000), which is often described as “positive, slightly arrogant and completely irresponsible” as well as people born in the 80s are enormous purchasing power nowadays. They are inspiring the companies to make changes in the way they interact with customers. Millenials consider carefully whether the purchase will bring them benefits and whether the product quality is satisfying. What’s more important, they can spend a lot of time to find a product that meet their expectations. According to the analysis, Generation X (people born before the second half of the 80s) did not pay so much attention to experience the brand as millennials do. Generation X representatives, differently than millenials, were frankly spending money on goods such as a new car or a TV. Today many people in management positions in the retail industry are the representatives of Generation X and they often do not appreciate the fact that younger generations prefer different forms of spending money. Analyst Brian Solis from AltimeterGroup says that the customer is ready to pay the price 20 percent higher for a “valuable experience in a package with a product “. Additionally, webrooming trend is becoming increasingly popular (searching product on the internet and then buying it in a stationary store). It can be considered as a chance for the retail industry to gain profits. Some analysts also indicates that the future of shopping are new solutions based on technology. However, potential customer will not spend the money in the store just because the company has introduced digital innovations. The customer should see “human” side of the company. If he feels that his opinion is important and the brand gives him the space for interaction, he will appreciate it. Such a space can be created both in the internet world, where millenials feel like a fish in water and in stationary stores.
If company wants to maintain its market position, it must treat the millennials with special care.
A Levi's outlet shop in Szczecin, Poland is one of the newest productions for this famous brand by Ergo Store prepared in the third quarter of 2020. The store's assortment includes iconic jeans for men and women.