Since the inception of e-commerce, the web has mimicked offline shopping. But what if it were reversed, and brick-and-mortar stores began following the online brand experience? Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always portable and always customizable. How will this generation's immersion in today's technology challenge the world of retail?
They are the Digital Millennials, a.k.a. Echo Boomers, Gen Y, the IM or Bling Generation, and very few facets of their lives are not technology-enhanced and technology-connected. For this generation, technological convergence seems to blur the lines between private and public, consumption and production, entertainment and education, socializing and creativity, shopping and self-actualization.
Through extensive proprietary qualitative research, incorporation of quantitative data from JupiterResearch, and review of recent publications, Resource mapped the millennials' daily digital interactions to shed light on what motivates their behavior. We then developed prototype scenarios to forecast possible changes in retail marketing and e-commerce in an age of techno-sociological convergence.
Resource Interactive president Kelly Mooney shared the in-depth findings of this research as the opening keynote speaker at the 2006 Shop.org Annual Summit.
The Digital Millennials: RU Ready?