Retail Satisfaction

Ann-Marie Vazzano

Millennials are less satisfied with brick-and-mortar stores than older generations are, according to the CFI Group’s Retail Satisfaction Barometer 2014. The report cites Millennials being “digital natives” as a primary reason for the disparity, with Millennials being more accustomed to real-time shopping via the Internet and mobile devices.
When it comes to gender differences, women are more likely than men to shop again, recommend a retailer and spend more money when they’re satisfied with a retail experience.

The study also found that mobile app usage while shopping in-store is up over last year. More than 40% of consumers overall say they use mobile apps while shopping—but that number climbs to 67% when singling out Millennial shoppers. Nearly half (47%) of mobile app usage while shopping is dedicated to price comparison at competing retailers. However, 45% use apps to redeem coupons at the store in which they’re shopping. GP