5
The Critical Consumer 2024
Channels must be optimised for a customer experience
that caters to different types of consumer.
WHAT DO YOU NEED TO KNOW?
Productivity improvements are key to elevating
the shopping journey across demographics, and
are expected by the majority of the customers -
but be careful not to push out groups less familiar
with digital advances. Consider this data when
designing marketing and promotional strategies,
as well as new concepts at the POS.
Retail media businesses will continue to become
more important as a method to get products in
front of consumers.
WHAT DID CONSUMERS SAY?
Age plays a significant role in preferred channel
communications in the shopping journey:
• Nearly 70% of consumers in the 18-64
age range prefer receiving promotional
information online rather than in print. The
latter increases to 47% for consumers aged
65+, but still highlights the critical role that
digital plays across all age ranges.
• More than 50% of consumers aged 18-34
prefer ordering at a terminal, while this drops
to 21% for consumers aged over 55 (who
prefer a served counter).
Personalised shopping experiences are essential
to improve loyalty and mitigate price wars.
WHAT DO YOU NEED TO KNOW?
Efforts to enhance customer loyalty must
extend beyond pricing. Consumers expect
personalisation, and the companies that can
tailor a user experience that resonates with
different customer segments across
touchpoints will be more attractive and can
gain a competitive advantage.
WHAT DID CONSUMERS SAY?
With omnichannel and digital interactions
increasingly becoming the standard:
• More than 40% of consumers enjoy
receiving offers tailored to their specific
demographics, as opposed to promotions
inclusive of all consumers.
• This is especially true of high-income and
younger consumers.
70%
prefer receiving
information
online (ages
18-64)
40%
enjoy offers
tailored to
them