Understanding how Millennial shoppers decide what to buy

Abstract

The shopper journey can cross a number of channels leading up to the point of a possible purchase, which may be unseen by the retailer or brand for the targeted purchase. The purpose of this paper is to gain a greater understanding of the decision making and purchase intention activity for online Millennial shoppers in deciding what fashion garments to buy in the digital retail environment. The paper also investigates the use of technology and social media involvement in the shopper journey leading up to the point of purchase. Design/methodology/approach (mandatory) In line with other studies that investigated online shopper behaviour (Balabanis and Reynolds, 2001; Pavlou et al, 2007) we have undertaken an exploratory investigation using an online survey conducted with respondents sourced though using Survey Monkey Audience. The survey was conducted with over 580 respondents (49.7% female and 50.3% male) between 16 and 34 years old living in England. Findings (mandatory) The findings highlight a picture of shoppers going on very different shopper journeys with different lengths, influenced by different touch points and using different media and devices. Each customer has their own individual experience and expectation. They can move through extremely diverse, long and complicated journeys in the buying process before they purchase a product. Most striking is their willingness to reach out and be influenced by other people beyond the control of any retailer-using platforms that are not necessarily specifically related with any retailer. Shoppers can undertake numerous activities before they make their final purchase decision, seeking content from different retailers, asking for social validation of their decision from their social networks both online and offline which is often out of sight of the retailer or brand. Research limitations/implications (if applicable) n/a Practical implications (if applicable) The findings show how retailers and brands can understand the shopper decision journey and their behaviours across all the devices and channels that are used. Moreover, for some or part of the digital journey the shopper can often be unseen by the retailer or brand. Social implications (if applicable) n/a Originality/value (mandatory) Consumers actively seek out novelty, knowledge and inspiration but shoppers employ a variety of interactions over a much greater period of time to arrive at the moment of purchase. This research provides an insight into the range of complex views and positions held by each individual to get a much more complete picture of where shoppers are looking to buy and what are their interests.

Millennials' Online Apparel Purchase Decisions through Social Interactions

“…Findings from qualitative data provide evidence that consumers' social interactions (i.e., seek information about products and services from other consumers via diverse social media channels) positively influence their apparel purchasing online, therefore aligning with previous research (Angela & Neil, 2017;Cheung et al, 2015;Cui et al, 2012;Kulmala, 2011;Wang et al, 2012). In specific, findings from qualitative data demonstrated how social learning through information searches, online reviews, social interactions with trusted individuals, and/or channels alleviate risks consumers perceive during apparel purchasing online.…”

“…Although this study also confirmed that Millennials interact through diverse social media channels (Angela & Neil, 2017), findings in this study revealed that Millennials are cognizant of the differences in information they obtain through social interactions in learning environments of independent parties versus commercially produced advertisements from brands or retailers. Millennials selectively interact with like-minded consumers or opinion leaders in non-business channels for social learning purposes.…”

“…Consequently, it helps consumers to better understand apparel products online which they have not found in physical environments and minimizes the perceived risks in online apparel shopping. Also, online consumers use a variety of social media tools (i.e., emails, text message, social network websites) to discuss their apparel purchasing with people they know in offline areas, in addition to anonymous consumers in online communities or forums, before purchasing apparel products (Angela & Neil, 2017).…”

Key Factors for In‐Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials

“…Previous literature has demonstrated that shopping behavior and the use of new technologies during the customer journey are influenced by sociodemographic variables such as gender, age, and education (e.g., [22,38,39]). Regarding age, previous studies have shown behavioral differences between "millennials" and "nonmillennials" [40][41][42]. Millennials are the generation born between the early 1980s and the early 2000s [43].…”

A new approach to retailing for successful competition in the new smart scenario

“…As retailing has become more technologically dependent and competitive (Fiorito et al, 2010), it is imperative for retailers to invest in the appropriate technologies leading to the zero moment of truth in the purchase 16 decision-making activity (Hall and Towers, 2017).The smart retailing approach relies on the smart usage of innovative technologies that are integrated into the retail process. These technologies are sophisticated systems, with integrated software, hardware and network technologies equipped with real-time context-awareness and with advanced analytics able to support people to make "smart decisions" about shopping (Kwon and Sadeh, 2004;Lee et al, 2015), while helping retailers to collect data on consumers and predict market trends, reduce management costs (some tasks are shifted from humans to technology), manage knowledge on products and consumers, and influence consumers' buying decisions (Demirkan and Spohrer, 2014;Pantano, 2014).…”