Tech is key for online shopping

retail in 2025, according to the digital native generation born after 1980, reveals that the shopping experience of the future needs to be connected, reports Tech Journal.

Technology will be key to expediting the shopping experience, whether in-store to facilitate a sale, or using online channels to research and compare prices, promotions and choice, suggesting that retailers must optimise their operations in support of customer priorities, and operate in a connected 24/7 environment.

According to Warc, based on a poll of 1 514 people aged 19 to 23 in France, Germany and the UK, the company reported that 77% put price among the core list of criteria they “liked” about the retail stores they visited. This matched the score posted by the products available, while 71% favoured having a wide choice. A more modest 36% prioritised the “look and feel” of stores, and a retailer's brand image was important for 33%.

When identifying factors likely to influence purchase behaviour in 2025, 79% of the sample cited the cost of items on sale. Advertising was second at 5%, and service, brand image and promotions hit 3% apiece.

Oracle commissioned the survey in July to examine the views of digital natives to current shopping needs and their expectations of these needs in 2025 as they come of age, reveals V Advert.

Retailers appear not to be targeting this group effectively with personalised promotions, indicating there is opportunity for retailers to make better use of actionable insight, and create a winning shopping experience for all.