Generation Z are more demanding buyers

Retailers should be bracing themselves for Generation Z – individuals born after the late 1990s because they have higher expectations than older shoppers, according to a survey commissioned by Shutl.

The survey of 2000 UK consumers, carried out by Red Dot Research, found that 60 per cent of 18-24 year olds have higher expectations of retailer delivery performance compared to two years ago. That compares to 33 per cent of 45-54 year olds.

And 86 per cent of 18-24 year olds said that delivery options are a key factor influencing their choice of retailer when buying online. This figure however declines steadily as shoppers get older – 83 per cent (25-34s), 82 per cent (35-44s), 73 per cent (45-54s) and 64 per cent (55+).

Nine out of 10 18-24 year olds would shop online more often if they were in control of more convenient delivery options. This is less of an issue for older respondents, for example 60 per cent of people over 55.

Shutl chief Tom Allason says: “A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds. Retailers therefore need ensure they have the delivery options and mechanisms in place needed to give this iGeneration the control of purchasing what they want, when they want it. If they don’t, shoppers will simply switch to a competitor that can.”