I am a millennial. My consumer behaviour began with the advent of the spice girls, flatform trainers, blockbuster movie rentals and virgin megastores. And just as I did at 13, I still meet with friends for leisurely Saturday afternoon shopping trips….only the happy meals have been swapped for skinny lattes and sushi, and there has also been one very important addition which has changing my buying habits forever; my smartphone.
I have an app for everything; I can check the weather before I leave the house, plan for any traffic delays and map the best route, browse the best carpark for proximity and price, book a table at a restaurant, share my location with my friends, scan a barcode to see if I can get a better price with another retailer, or pin a photograph to my interests board so I can remember the product later on.
There are hundreds of thousands of people who choose to purchase their products just as I do – browsing physical stores or ordering online, or a combination of the two. Never has it become easier to choose how, when and where to purchase a product, as well as selecting how and when to get it home. And although there has been radical growth in digital shopping, the high street is still as relevant as ever.