An international study
(aged 16-34) around the world researched
(Including UK, USA, Australia, France, Germany, Denmark, Finland, Iceland, Norway, Sweden and China)
of millennials don't care which country they shop from.
The competitive protection of geographic barriers is falling, but service expectations are rising.
31% expect same delivery times irrespective of country of origin.
make purchases based on social recommendations, but cross-border trade means greater diversity of social tribes to influence.
only buy certain items that come recommended or reviewed.
Particularly in the UK, Germany and Australia.
In France, Germany, the Nordics and China, millennials are influenced more by online videos than by TV ads.
Other regions are closely following their lead.
Retailers aren't flexible enough to evole with trends, leaving consumers frustrated. They want great prices, product availability, speed of delivery and good payment options, irrespective of location.
Millennials want a relationship with brands, retailers must engage consumners in conversation to build loyalty locally as well as globally.