Retailers are entering the most important few months in the shopping calendar. This festive shopping season will see external factors making trading conditions even more challenging. Shoppers in the 18-34 age group are set to lead an increase in spending, but retailers must react to evolving consumer expectations to win wallet-share. These shoppers are focus on new technologies, new delivery methods and environmentally friendly products and packaging, so retailers are under increased pressure to adopt new strategies to appeal to younger shoppers.
Capgemini has conducted an online survey, which explores the spending plans, shopping priorities and expectations of over 6,700 consumers across France, Germany, Spain, the UK and the US ahead of this year’s festive shopping season which kicks off with Black Friday on November 29, 2019.
The research found that key strategies to attract younger shoppers include channel diversification across online, in-store and voice; investment in making products and packaging more environmentally friendly; and using technology to improve the shopping and delivery experience.
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