How generational differences influence path to purchase
July 6, 2017 | by MARIANNE WILSON | Chain Store Age
Despite plenty of generational differences, there is one thing that shoppers of all ages put a priority on.
Customer service ranks as the number one factor that affects the purchasing decision across all age groups, according to research compiled by Alliance Data businesses. The research data was used to compile an infograph that introduces four personas of shoppers who were raised during different generations, and demonstrates how they shop. See the infographic here.
Some highlights from the research include:
• Since millennials came of age during the social media boom it is no surprise that they are more trusting than the generations before them of a stranger’s online reviews or a retailer’s recommendation — even if it didn’t completely satisfy their needs in the end.
