SOURCE: Euclid

Euclid

April 06, 2016 14:00 ET

Millennials Are Radically Reshaping the In-Store Experience Around Personalization and Convenience, According to New Survey From Euclid Analytics

Study Reveals That Wi-Fi Will Play an Elevated Role as Consumers Bring Their Online Expectations Into the Store

SAN FRANCISCO, CA--(Marketwired - Apr 6, 2016) - Today Euclid Analytics, the leader in location analytics, released a study they commissioned, conducted online by Harris Poll, illuminating consumers' desire for an online shopping experience in the physical world. The findings reveal differences between millennial (aged 18-34) men and women's shopping preferences, the surprising wants of baby boomers (55+), and how the majority of customers want to receive communication from a store after a visit. 

"This research clearly illustrates a trend: millennials and other mobile-connected consumers want from physical retail what they get online: a highly personalized and convenient shopping experience," said Brent Franson, CEO of Euclid Analytics. "As these shoppers walk into stores, Wi-Fi will create the new 'logged-in' experience that bridges the physical and digital worlds." 

Based on the analysis of 2,115 U.S. adults ages 18 and older between February 18 and 22 of this year, the survey showed the following:

Both millennial men and women who have a smartphone or tablet seek tailored experiences via in-store Wi-Fi
According to the survey results, both millennial men and women would use in-store Wi-Fi while shopping for a more personalized experience. However, each gender differs greatly in what their preferred shopping experience looks like. Sixty-eight percent of men aged 18 to 34 who own a smartphone or tablet say that if a retailer or other business offered guest Wi-Fi, they would be very/somewhat likely to use it for getting faster check-out via an exclusive VIP lane. On the other hand, nearly three quarters of women aged 18-34 who own a smartphone or tablet say they would be very/somewhat likely to use the guest Wi-Fi service to get instant access to an exclusive gift, daily deal, or coupon for that day's purchase.

In addition, 53 percent of women aged 18 to 34 say that if a retailer, restaurant or other brand they've done business with used their personal customer history and data to provide personalized services, they'd be more loyal to that brand.

Though millennial men and women value perks and services differently, these results point to an overarching trend of millennial consumers wanting seamless, digital shopping experiences while they are in physical stores. However, a one-size-fits-all approach will not work. Brands must understand and act upon gender nuances to be successful and deliver a top-notch experience.

Baby boomers' in-store shopping preferences are surprisingly similar to that of millennial shoppers.
The pervasiveness of mobile devices has bridged the gap between baby boomers and millennials. Based on the survey's findings, 59 percent of people aged 55 and older say that they'd want to receive messages from a store through their mobile device during their visit. Furthermore, the most important thing to adults aged 65 and older who would want to receive messages is choosing how and when they receive them, with 74 percent of this age group stating as such.

Americans across the board want to receive communications from stores.
According to the survey findings, Americans don't want the experience to end when they leave the store. The survey found that an overwhelming 81 percent of Americans actually want to receive communications from a store following a recent visit.

Millennials were the highest out of all the demographics wanting to receive communications from a store or business, with 88 percent stating this. Even more interesting, however, was what was most important when receiving messages from a store or business through their mobile device during their visit: being able to choose how and when they received messages. Seventy-seven percent of U.S. adults who own a smartphone or tablet say that this type of control was the most important thing to them when it came to receiving messages from a store or business.

To view the complete findings, download the full report on in-store shopping behaviors here: http://info.euclidanalytics.com/WC16-04ResearchReport-In-StoreDigitalEngagement_RegisterLP.html

Methodology
This survey was conducted online within the United States by Harris Poll on behalf of Euclid Analytics from February 18-22, 2016 among 2,115 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Christiana Rattazzi at christiana@euclidanalytics.com.

About The Harris Poll
Over the last 5 decades, Harris Polls have become media staples. With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers' motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Contact us for more information.

About Euclid
Euclid Analytics is the world leader in location analytics. Over 500 brands across retail, banks, quick service restaurants and shopping malls are using Euclid to understand customer behavior in their physical locations to optimize marketing, operations and staffing. Affordable and requiring no new hardware, Euclid is easy to deploy on leading Wi-Fi systems in less than 48 hours. Euclid's growing network captures billions of measurements monthly across 45 countries and tens of thousands of locations, analyzing hundreds of millions of physical customer touch points yearly.

Euclid is backed by leading venture capital firms Benchmark Capital and NEA, as well as Cox Enterprises and Groupe Arnault, the controlling shareholder of LVMH - Moët Hennessy Louis Vuitton, the world leader in luxury products.

Contact Information

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    Andrew Still-Baxter
    VSC for Euclid
    andrew@vscpr.com
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