Craft Focus - Oct/Nov (Issue 63)

80 craft focus CEO RetailStore, powered by Cybertill, shares how millennials are dictating the future of retail They have been using technology since their teens and have been privy to (and sometimes responsible for) the very latest digital advances in our lifetime. These are the 30 somethings born post-1982, who are tech- savvy, demanding and increasingly dictating the way we shop. They are millennials. Retailers are now aware that these ‘Echo Boomers’ are needing more from their shopping experience. They need and want omni-channel because they know how to use it to best effect. They have different demands to their ‘Baby Boomer’ parents, and have shopped, communicated and socialised via technology for their entire lives. They have a greater need for technology that drives convenience and immediate fulfilment, without damaging their parents need for great customer service and that all-important inshore experience. MOBILE MOTIVATOR Not only do they expect to be able to pay, shop and browse on their mobile devices, Generation Y want to be able to see slick, presentable mobile EPOS systems in store. HP’s Natasja Andringa told RetailStore that one of the main thrusts of HP’s strategy is to introduce the brand new X3. She said: “The hardware we’re introducing is more service- orientated – we’re bringing the payment closer to the customer to offer them more and more choice. We see the device also as a place to show products in other colours.” This will be music to millennials’ ears as they demand greater efficiencies and less friction in store. Not only are more than half of them comparing prices on their mobile devices before they reach the store, they now respect and appreciate retailers who are switched onto the mobile era in bricks and mortar too. millennials and the retail makeover