Dive Brief:

  • “Household enthusiasts,” a group defined as savvy millennial or Gen X shoppers in charge of most purchasing decisions for a household, spend 51% more than the broader segment of millennial shoppers, according to a study from digital coupon company RetailMeNot.
  • The study, based on a survey of 531 household enthusiasts, further noted that this group makes purchases in brick-and-mortar stores at least five times per month and shops online an average of 3.6 times per month. However, 84% also shop on mobile devices, with 72% saying they do so because it allows them to shop anywhere at any time.
  • About 67% of those surveyed reported they would give retailers and brands more information about themselves to gain access to a more personalized shopping experience, which 53% admitted would help that seller earn their loyalty.

Dive Insight:

Retailers and brands are getting to know the heads of households all over again.

Younger shoppers these days are more likely to be interested in mobile shopping. The study also found that 87% of household enthusiasts multitask while they shop online, and 82% do so while in physical retail locations — presumably with much of the multitasking occurring on mobile in both scenarios.

But this demographic also desires a personal bond with retailers and brands and are more comfortable with the notion of trading their own personal data for a more personalized shopping experience. According to RetailMeNot’s study, they also like curated e-mails, with 67% of those surveyed saying they enjoy personalized e-mail reminders from brands and retailers that highlight previously viewed products, and may also contain personalized offers. In fact, 76% say an offer or discount is the largest factor in their purchase decisions.



Source: Retail Dive, June 2018