Greater Expectations
New research commissioned by Shutl has indicated that “Generation Z” shoppers in the UK are demanding higher retail delivery performance. The Shutl survey, which was carried out by Red Dot Research and involved 2,000 UK consumers, found that “almost twice as many (60%) 18-24 year olds than 45-54 year olds (33%) have higher expectations of retailer delivery performance compared to two years ago”.
According to Shutl, 86% of 18-24 year olds said that delivery options are “a key factor” influencing their choice of retailer, whereas only 64% of shoppers in the 55+ age group took the same view. Furthermore, the study suggested that 90% of 18-24 year olds would shop online more often if they were in control of more convenient delivery options.
Commenting on the findings, Tom Allason, the CEO of Shutl, said: “While retailers are providing the flexibility and choice that millennials expect today, such as m-commerce, it’s important to keep an eye on who’s coming around the corner. If the trend for growing expectations among younger consumers continues, they need to be thinking about how best to attract the Generation Z shoppers of tomorrow.
“A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds. Retailers therefore need ensure they have the delivery options and mechanisms in place needed to give this iGeneration the control of purchasing what they want, when they want it. If they don’t, shoppers will simply switch to a competitor that can.”
“Generation Z”, by the way, is a term used by marketing gurus to describe individuals born after the late 1990s – i.e. those in the 18-24 year old age bracket. “Millennials ” is a broader term that also incorporates “Generation Y”, which includes people born in the early 1980s onwards.
