Accenture, the world’s largest management consulting firm, released a consumer research report showing that Chinese consumers born after 1995 prefer shopping in physical stores for mobile phones and tablets. They expect retailers to provide them with personalized, digital experiences when shopping in stores.
The study, which comes from a survey of nearly 10,000 consumers in 13 countries, explored the different mindsets and expectations of consumers born after 1980, 1990 and 1995 during the purchase process. The survey showed that consumers born after 1995 have unique shopping habits and preferences, and retailers must rethink and design digital shopping experiences for the consumer group born after 1995.
The study showed that social media will become the main consumption channel for consumers born after 1995, with 70% of respondents expressing interest in shopping directly through social media. Nearly 60% of respondents said that they used social media more in the past year when making purchase decisions. 31% of consumers born after 1995 said that they would have a desire to buy because of browsing social media, which is higher than that of consumers born after 1980 and 1990.
Accenture’s head of retail in Asia Pacific and managing director said: “Post-95s consumers are true digital natives. Retailers must understand the behavioral characteristics and expectations of this emerging consumer group, influence their social circles, and gain in-depth insights into their social media habits. Social media has become a disruptive force. Post-95s spend a lot of time on social platforms, which are undoubtedly their preferred product purchase channels.”
Providing reliable and accurate product delivery and a good consumer experience requires retailers to strengthen digitalization, innovation, and full use of consumer data and other capabilities, continuously collect consumer data and gain insight into needs, and help retailers stick to and serve every customer. The open attitude of post-95s consumers towards new shopping methods is an excellent opportunity for retailers to master new consumer data and get closer to this generation of consumers. ”
The post-95s generation represents the next huge consumer market and purchasing force. Retailers need to remain agile and adopt innovative approaches to shift from selling products to creating experiences and telling brand stories. This requires retailers to effectively carry out omnichannel content layout, attach importance to the content and feedback of brand websites, invest in digital tools, communicate with the post-95s generation through visual “language”, fully integrate them into their own brands, and establish connections with these generations who are shaping and leading today’s new retail landscape.