CASE STUDY 2
What Millennials Expect from Online Customer Service
Millennials are estimated to have a combined purchasing power of $2.45 trillion globally this
year. It is only fair that they expect retailers to try and understand what they want. Millennials
spend a great part of their time on the internet, not just to learn, communicate and organise
their social lives but to shop too. And for retailers, this means understanding more about how
to engage with this demographic and working out what they require from a shopping
experience.
It’s a myth that millennials have abandoned physical stores in favour of online shops. In fact
many millennials still prefer to visit a store. But the fact remains that ecommerce is growing
and more and more people are shopping directly from their mobile devices. The key then,
you would think, is to combine the two experiences.
Research from Accenture highlights that 68% of Millennials demand an integrated, seamless
experience regardless of the channel. So perhaps this one area where retailers can improve –
by creating an online experience that is closer to the in-store experience. After all, everybody
19
– Millennials included – still values ‘old school’ shopping experiences where the seller-buyer
conversation is face-to-face. Accenture’s research also found that Millennials demand a
customer-centric shopping experience and like to be treated like valued customers.
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