Generational research recently compiled by the Alliance Data businesses reveals some key distinctions in the path to purchase for millennials:
- Millennials are more likely than other generational groups to visit comparison shopping websites and couponing websites to find the best deal.
- Shopping online is natural for them, whether it’s making online purchases with their phones, researching products in-store with their phones, or paying in-store with a smartphone.
- They like to share product comments or photos online after a purchase, and they’re influenced in their purchase decisions by their friends’ social activity.
The infographic below presents a visual walk through the typical millennial’s path to purchase.