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Millennials versus Grey Shoppers


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It’s time retailers took another good hard look at their shopper demographics and how they move across channels. It’s likely to be different to what they expect.


this group a curated experience based on their individual needs and preferences is likely to pay dividends. In the online space, this is easier to accomplish than rearranging a store layout. Intelligent use of data – pulling together previous brand interactions, typical style and fit profiles of items searched for and purchased – will mean that retailers can accurately predict and suggest future needs. Given the wealth of garment data available from colour ways, to material types, to loose or fitted styles, savvy retailers can accurately ease the search and discovery process for their customers to make the quest to find a single item a lot more streamlined. With the UK retail landscape predicted for


further growth in the year ahead , it seems obvious that broadening the focus in terms of shopper audience, for multi-brand retailers and suitable own brands alike, is going to be a no- brainer for stores likely to need a boost to their financials. Rather than waiting for millennials to mature into healthy disposable incomes, looking to appeal to the underserved grey market seems like a logical strategy to adopt. Of course, curating a personalised approach to garment search and discovery is likely to appeal to other audience groups too, given as it is based in an inherent understanding of what a shopper likes and is looking for. But given the inbuilt potential of the older audience, it would be foolhardy to ignore the potential of reaching out and recognising this valuable and often overlooked target market.


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