The document discusses trends in retail shopping among millennials. Millennials are active online and offline shoppers who prioritize experiences over products. They are influenced by social media and want personalized, convenient shopping experiences. Retailers need to provide seamless omnichannel experiences to remain competitive as shopping habits change and expectations increase for immediacy and fun. New technologies like artificial intelligence and robotics will continue transforming customer expectations and opportunities for retailers.

1. Millennials - Retail: a new relationship

2. The retail apocalypse has officially descended on America
Business Insider - March ‘17

3. The retail apocalypse has officially descended on America
Business Insider - March ‘17
More than 3,500 stores are expected to close in the next
couple months.

4. Who Millennials are?

5. 1980-2000

6. Source: Yahoo Discovering Millennials, 2015
1980-2000
Active Role in Purchase Processes (both online and offline)

7. Self-Expression via Social Network
Active Role in Purchase Processes (both online and offline)
1980-2000
Source: Yahoo Discovering Millennials, 2015

8. Walter Landor (Landor Associates)
Products are made in the factory,
but brands in the brain.

9. 1980-2000
Always and everywhere on
Source: Yahoo Discovering Millennials, 2015
Active Role in Purchase Processes (both online and offline)
Self-Expression via Social Network

10. Source: Yahoo Discovering Millennials, 2015

11. Source: Yahoo Discovering Millennials, 2015

12. 1980-2000
Always and everywhere on
From ownership to access
Source: Yahoo Discovering Millennials, 2015
Active Role in Purchase Processes (both online and offline)
Self-Expression via Social Network

13. 1980-2000
Always and everywhere on
Source: Yahoo Discovering Millennials, 2015 - L'economia delle esperienze. Oltre il servizio (Pine, 2000)
From ownership to access
From Product to Experience
Active Role in Purchase Processes (both online and offline)
Self-Expression via Social Network

14. CompetitivePositionDifferentiated
Undifferentiated
Commodity
Product
Service
Experience
Pricing
Market Premium Price
NeedsofCustomers
Irrelevant
Relevant
Source: L'economia delle esperienze. Oltre il servizio (Pine, 2000)

15. Chicago Airport - New Parking Experience
Source: L'economia delle esperienze. Oltre il servizio (Pine, 2000)

16. - Made in Italy (45%)
- Bio (52%)
- Quality (40%)
- Sustainability (38%)
Main Value
Source: Yahoo Discovering Millennials, 2015

17. - Usefulness (81%)
- Knowledge (75%)
- Localization (74%)
- Experience (73%)
Internet is the (not only) way
Source: Yahoo Discovering Millennials, 2015

18. - Information in-time (71%)
- A Bridge with the world (45%)
- Entertainment (62%)
Why is Internet really important for a Millennial?
Source: Yahoo Discovering Millennials, 2015

19. Who are the Millennial Shoppers?
And what do they really want?
Source: Accenture

20. Myth #1: It’s all about online shopping
Source: Accenture

21. Myth #2: Loyalty is lost
Source: Accenture

22. Source: Accenture Strategy
- Tailored Discount (61%)
- Customised Product (52%)
- Co-creation (43%)
- Influencer and VIP (20%)
- Link with other brands (41%)
Loaylty’s New Drivers

23. Myth #3: Social Networks
Source: Accenture

24. Facebook & Organic Reach

25. Facebook & Organic Reach
Source: Social@Ogilvy

26. 8 Shopping Habits of Millennial
Source: Entrepreneur

27. #1 Smartphones are a primary means
to connect to the Internet
Source: Entrepreneur

28. #2 Social media is number one
for shopping information.
Source: Entrepreneur

29. #3 Millennials are sensitive to price
Source: Entrepreneur

30. #4 Google and Amazon are favorites
for comparing prices on smartphones.
Source: Entrepreneur

31. #5 Millennials prefer higher-value rebates
over instant discounts across shopping categories.
Source: Entrepreneur

32. #6 Millennials will consider "BOPIS"
as an incentive.
Source: Entrepreneur

33. #7 Gift cards are believed to be
safest for online shopping.
Source: Entrepreneur

34. #8 Millennials embrace
loyalty programs.
Source: Entrepreneur

35. Modern Shoppers
Modern shoppers don’t buy online or offline. They buy in the modern world. One where expectations have changed,
where patience is short, where service and delivery is expected and where
they either expect things to be incredibly quick or very fun.
Tom Goodwin, Head of Innovation @ Zenith
Source: The Future of Retail is Extreme

36. Becoming Seamless
We define seamlessness as the ability to deliver a consistently personalized,
on-brand experience for each individual customer, at every touchpoint, anytime and anywhere.
Christopher Donnelly, Industry Managing Director @ Accenture Retail, Chicago
Renato Scaff, Managing Director @ Accenture Retail, Atlanta
Source: Accenture

37. Smart Shoppers meet Smart Retail: 10 Trends
Source: Kentonglobal

38. #1 - Gender Leveling
Source: Kentonglobal

39. Wildfang: androgynous-looking models
Source: Kentonglobal

40. #2 - Essentialism
Source: Kentonglobal

41. Patagonia’s Worn Wear: how to repair your items
Source: Kentonglobal

42. #3 - The Snapchat Effect
Source: Kentonglobal

43. Story: new shopping experience every 4-8 weeks
Source: Kentonglobal

44. #4 - Social Currency
Source: Kentonglobal

45. Frictionless Payment - Venmo
Source: Kentonglobal

46. Frictionless Payment - Tinaba

47. Frictionless Payment - Apple Pay

48. #5 - Built for me (DIY)
Source: Kentonglobal

49. Design Italian Shoes

50. #6 - Frictionless Experiences
Source: Kentonglobal

51. Taco Bell
Source: Kentonglobal

52. #7 - Radical Transparency
Source: Kentonglobal

53. Everlane
Source: Kentonglobal

54. #8 - Omnipresent Social
Source: Kentonglobal

55. Topshop - Billboards linked to Twitter
Source: Kentonglobal

56. #9 - Global but Local
Source: Kentonglobal

57. Artists + Fleas
Source: Kentonglobal

58. #10 - Gamified Loyalty
Source: Kentonglobal

59. Reebok Experience

60. Web
Mobile
Past Present
Social
Mobility
Analytics
Cloud
(SMAC)
Soon
Robotics
Tomorrow
AI
Future
Technological
Opportunities
Source: Sketchin
Human
expectations
Corporate
Transformation
Future of Shopping

61. Thank you! :-)
michele.papaleo@gmail.com
@MicPapaleo
www.michelepapaleo.it