The past 50 years have brought about massive changes and advancements, perhaps more so than ever before in history. Medicine, global development, and technology have changed our life expectancy, access to knowledge, and communication. It has also drastically changed retail and the way we shop.
Each generation has had different exposure to technology, and while Boomers grew up without the internet and cell phones, Zillennials and Gen Z-ers are highly-connected digital natives. Each has grown up with different shopping habits influencing their preferences for discovery, purchase, and post-purchase expectations.
Unless a brand caters to a small, niche demographic, it’s important to understand consumer behaviors across the generations and how they shop. Strategies may require segmentation and different targeting methods, but it helps reach and engage shoppers where they are.
A rundown of today’s retail
Today’s retail is more fragmented. Shoppers are spread across more channels, and there’s no one path to purchase; brand loyalty is less consistent, and perhaps, most importantly, customer expectations vary more widely.
One area where you see consistent variances is between generations. Each shops differently, with unique expectations for customer service, technology, values, and convenience. Even if a brand has great products, converting customers and driving engagement and loyalty will often come down to tailored experiences based on generational nuances.
The benefit of omnichannel retail is that it lets brands meet the needs and desires of a wide variety of shoppers as long as the strategies align with how people want to shop.
Who’s shopping
There are six generations, ranging from the Silent Generation to Generation Alpha, living right now. However, four of those generations are currently the most active shoppers. They include:
- Baby Boomers (born 1946–1964) value reliability, in-person service, and trusted brands, though many have become comfortable with online shopping.
- Gen X (born 1965–1980) are pragmatic, hybrid shoppers who mix in-store and online experiences and prioritize value and convenience.
- Millennials (born 1981–1996) are digitally native, experience-driven, and expect seamless cross-channel interactions and value-aligned brands.
- Zillennials (born ~1993–1998) sit between Millennials and Gen Z. They’re mobile-first, highly influenced by culture and social media, and quick to embrace new shopping formats like livestream and social commerce.
Baby Boomers: The savvy traditionalists
Boomers range in age from 61 to 79. They are a generation that grew up mainly shopping in stores but also through mail-order catalogs. Even today, they tend to prefer the in-store experience, but have grown more comfortable with online shopping after the pandemic.
According to a recent EMARKETER survey, Boomers are the most loyal to brands. However, if there’s one thing that will make Boomers switch loyalty, it’s cost. In general, boomers aren’t as trend-oriented, preferring personal service, easy navigation, and clear information. They are responsive to omnichannel retail strategies such as:
- A blended experience like BOPIS (buy online, pickup in-store). Moreover, they appreciate the clarity that items are available at the location of their choice, making stock availability a beneficial feature.
- Traditional media and email marketing are effective for Boomers. According to EMARKETER’s US Digital Habits by Generation, only around 10.9% of Baby Boomers log in to their accounts on popular digital channels at least once a month, making traditional marketing channels a better choice for engagement.
- Loyalty programs and senior discounts often drive repeat visits in this age group, who, a study found, still prefer their paper coupons.
Gen X: The hybrid shopper
Gen X ranges from ages 44 to 60, and although they aren’t digitally native, many have been around for the evolution of the internet. They are the generation that has most evenly straddled pre- and post-rapid technological advances.
They are most likely to remember a world without cell phones, but just as easily navigate a smartphone. They’ve seen Walkmans and iPods, vinyl and CDs, VHS and DVD, Ataris and Xboxes, and everything gone streaming. Gen X is also starting to near retirement, and they have seen the cost of living increase significantly over the course of their lifetimes. Their history makes them flexible but cost-conscious shoppers. They also err toward customer loyalty.
In general, Gen X are research-heavy buyers. You’ll often find them comparing prices, reading reviews, and looking for value. They are responsive to omnichannel retail strategies such as:
- Seamless online/offline experiences. They are comfortable in-store and online and respond well to convenience features like curbside pickup and live chat.
- Marketing through social media and email. While they might not be as “influenced” as younger generations, they’ll discover products via social media and through emailed product recommendations. This makes retargeting and personalized offers work well for Gen X.
- Value-driven messaging and reliability matter most. Gen X is in the thick of busyness. Many are at the height of their career, dealing with kids, aging parents, and maintaining a home. They want brands that provide value, are trustworthy, responsive, and don’t waste their time.
If brands get it right, Gen X is very loyal, and in fact, 3 in 5 agree that once they find a brand they like, they’ll stick with it.
Millennials: Experience-driven digital natives
Millennials range from ages 29 to 44, and are a generation that has grown up digitally connected. According to Pew Research Center, they are characterized by their comfort with technology, social media, and their tendency towards being open-minded. Millennials are technically savvy, tend to be active on social media, and have a deep appreciation for sustainability.
In general, Millennials expect personalization and are highly responsive to transparency. They are also responsive to omnichannel retail strategies such as:
- Influencers and user-generated content that provide honest reviews.
- Company transparency, especially regarding sustainability efforts or any mission-driven values. It can be beneficial to implement eco-conscious and ethical practices, and eco-friendly packaging and shipping supplies.
- Streamlined technology that makes it easy to shop across devices and channels, provides seamless mobile experiences, and prioritizes personalization.
- Social commerce and adopting live shopping and social selling trends on channels like Instagram and TikTok.
- Subscription models, loyalty apps, and rewards, especially personalized ones, keep Millennials coming back.
Zillennials: The cross-channel culture setters
Zillennials are a hybrid generation that bridges Millennials and Gen Z, typically born between 1992 and 1998. Aged 27 to 32, Zillennials are mobile-first and digitally native. However, there’s a twist: this microgeneration enjoys physical retail for the social and aesthetic factors. This generation loves brands that align with their values. They are drawn to bold retailers with proof that can back up what they say. Meaning, if a brand says it loves the environment and nature, it better show that it protects and spends time in it.
Having grown up online, Zillennials are often first in line to adopt new tech and social platforms and appreciate things like gamified shopping. They are responsive to omnichannel retail strategies such as:
- Livestream shopping, social storefronts, and micro-influencers.
- Mobile-optimized UX and digital wallets.
- In-store experiences that are curated and shareable.
What does every generation expect?
Sure, every generation shops differently, but Boomers, Gen X, Millennials, and Zillennials all agree on several things: convenience, flexibility, and reliability. All generations respond well to cohesive experiences across channels and personalization.
Fulfillment and the post-purchase experience
Another uniter among generations is what happens after the sale. A shopping experience doesn’t end at “buy.” Instead, fulfillment, delivery, and returns have become critical parts of the customer journey. While expectations may vary slightly by age group, all consumers want fast, visible, and reliable logistics.
- In general, Boomers want transparency and ease. Try implementing reliable shipping timelines and accessible customer service, especially the ability to reach a live human.
- Time-crunched Gen X values updates and convenience. Provide real-time tracking, flexible delivery options, and a frictionless returns process that’s clear and expedient.
- Millennials expect speed (hello, same-day and one-day delivery options!) and sustainability. Utilize eco-friendly packaging, carbon-neutral options, and mobile-accessible updates.
- Zillennials want personalization and transparency. Give real-time notifications, branded unboxing experiences, and seamless returns via app or QR code.
How a 3PL can help
A 3PL is integral to omnichannel retail, building trust and loyalty, and creating post-purchase delight. The right 3PL provider helps provide flexible omnichannel fulfillment that meets diverse generational needs and desires at scale, whether your target audience is full of Zillennials or Baby Boomers. These partnerships can facilitate important aspects of the customer experience, from branded packaging to shipping and delivery notifications.
3PLs support:
- Meeting consumer expectations for fast and cost-effective shipping
- Value-added services, including things like sustainable packaging, branded elements, and kitting and custom packaging
- Subscription reorder reminders and restock alerts
- Streamlined returns and customer success professionals
Understanding generational preferences goes a long way in converting and creating loyal customers. Whether your shoppers are Gen X-ers browsing shelves, Zillennials scrolling on TikTok, or switching between both, understanding their generational preferences is key to converting.
Need help building an omnichannel fulfillment strategy that resonates across generations? Talk with an expert today and get ready to meet your customers wherever, however, and whenever they want to shop.
