What consumers want in their shopping experience? In an era where the smartphone has become almost an appendage of our body, which spent online over 5 hours a day, and which investigate characteristics of an item or compare prices are the order of the day, surprising that among millennials prioritize digital experiences, even when they buy in physical stores.

Thus, the mobile has completely changed the expectations of buyers on what to offer commercial establishments, as reflected in a new report of Euclid and Harris Poll. But do not think that all young people are equal: men and women do not prioritize these factors.

So while men expect the digital experience speed and convenience contribution to the process of buying, women give more importance to the factor of personalization. 68% of children between 18 and 34 said that having Wi-Fi in the store, would use it to make a faster checkout and can be a product without queuing. 61% also considered likely use it to get services such as technical support and product help. Men also be more likely than women to use their mobile to get the help of a store employee (53% versus 42%).

The women, however, prefer to use the Wi-Fi to access via smartphone to an exclusive gift, a special offer or discount coupon for that day, and 70% also used to access their loyalty program.

As almost everyone agreed was that they would like to have Wi-Fi in the store and use it for any of these services. As explained from Euclid: “Not surprisingly, the millennials who have a smartphone or tablet are more likely than baby boomer to use the Wi-Fi store to access a wide variety of services and the figures in the X generation. they are similar to that of the millennials. for brands that customers have different generational groups, this points to the need to pay attention to various ways of engagement when creating the physical store experience. “

The shopping experience is transferred to mobile

As we see, consumers at least the young people want to include your smartphone on your experience physical buying, but also are also willing to interact with brands in this way.

74% of smartphone users want to receive messages from shopping during their stay in the establishment, and in the case of millennials, 84% are those who are so inclined. In addition, 81% of all consumers want to receive communications also after visiting a store.

However, while retailers want to get in touch with them, they also want to be who define the rules of that interaction. The most important thing for them is to choose the channel that will receive the message (email, SMS, ect.), Which is important for 67% of consumers (and more care this aspect is the millennials). On the other hand, 6 out of 10 also want to be asked their express consent before starting to receive notifications, and 47% want to choose the exact moment that will receive the brand communication.