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

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© 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

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Strong personal influencers in their

communities

They engage more actively and

authentically

They build trust

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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

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Get the data

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Unique in communication

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© Humix, for #RDN17

(Self) educated:

They know how to access information, they expect information and

transparency

Reviews done right

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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

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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

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40%Of Gen Z shoppers say they give

feedback often to very often

Product in real life

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© Humix, for #RDN17

Speed & convenience:

Don’t waste time on irrelevant things. They are willing to pay extra for

more convenience

Instant gratification

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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

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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

• Google

• Bol.com, Amazon,

Coolblue

• Trusted brands

• Most convenient channel

• Support

• Refill purchase

Voice shopping

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Sofasizer – smart filters

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Technology

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Responsible:

Experienced recession, they want to work

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Responsible:

Experienced recession, they want to work

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Socially conscious:

They value courage and social entrepreneurship

What stays the same?

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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:

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What can you do?

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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

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Make sure you

know all about

your users

@HumixBE @lonnekespinhof