The shopping experience of the future
Digital Natives
Values & expectations
© Humix, for #RDN17
© Humix, for #RDN17
Values & Views
© Humix, for #RDN17Defined by what they do. Not by what they own
Sharing economy
© Humix, for #RDN17
© Humix, for #RDN17
Gen Z is more private than Millennials and share in small (closed) groups.
They are aware of what happens online with data.
Micro Influencers
© Humix, for #RDN17
Strong personal influencers in their
communities
They engage more actively and
authentically
They build trust
© Humix, for #RDN17
Tolerance:
Post-race, Post-gender: Gen Z’s motto: “Unique is the new cool” they use
products to express their individuality and unique sense of identity
Know me – Omnichannel personalisation
© Humix, for #RDN17
Get the data
© Humix, for #RDN17
Unique in communication
© Humix, for #RDN17
© Humix, for #RDN17
(Self) educated:
They know how to access information, they expect information and
transparency
Reviews done right
© Humix, for #RDN17
40%
Millennials & Gen Z shoppers mostly buy items based on: receiving
the lowest price, seeing products in stores, and reading reviews.
Of Gen Z shoppers solicit purchase
opinions from friends and family
2xTwice as many Gen Z shoppers turn to
Youtube before making a purchase
“
Source: Accenture Digital Dust, 2017
Reviews done right
© Humix, for #RDN17
The effect
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+/- 20 reviews per SKU (every year)
Reviews have a shelf life,
2 years ago = not relevant
Source: Bazaarvoice, 2017
Simply ask
© Humix, for #RDN17
40%Of Gen Z shoppers say they give
feedback often to very often
Product in real life
© Humix, for #RDN17
© Humix, for #RDN17
Speed & convenience:
Don’t waste time on irrelevant things. They are willing to pay extra for
more convenience
Instant gratification
© Humix, for #RDN17
58%
Second-day delivery is becoming the norm for online delivery,
and next-day and same-day delivery are now commonplace
Of Gen Z shoppers who say they’d pay
more than $5 for one-hour deliveries
71%
Of Gen Z shoppers are interested in a
utomatic replenishment programs
“
Source: Accenture Digital Dust, 2017
© Humix, for #RDN17
Instant gratification
1 I start searching now
I want to buy X
2
Search for provider
3
Decision
4
Acquire
5
After purchase• Immediate fulfillment
• Price vs fulfillment
need
• Reviews, feedback
• Bol.com, Amazon,
Coolblue
• Trusted brands
• Most convenient channel
• Support
• Refill purchase
Voice shopping
© Humix, for #RDN17
Sofasizer – smart filters
© Humix, for #RDN17
Technology
© Humix, for #RDN17
Responsible:
Experienced recession, they want to work
© Humix, for #RDN17
Responsible:
Experienced recession, they want to work
© Humix, for #RDN17
Socially conscious:
They value courage and social entrepreneurship
What stays the same?
© Humix, for #RDN17
Products that
fit their needs
A good buy
Compare the
options Price isn’t the only
important factor
Human psyche
© Humix, for #RDN17No waiting
© Humix, for #RDN17Narrow minded
© Humix, for #RDN17Unreliable (false) information
© Humix, for #RDN17No option to give feedback or get into contact
Be:
© Humix, for #RDN17
What can you do?
© Humix, for #RDN17
The right message at the right time and place
Integrated omnichannel data approach
Profile & Personalize
Provide information & reviews
Stay in contact both online as offline
© Humix, for #RDN17
Make sure you
know all about
your users
@HumixBE @lonnekespinhof
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