What Generation Y expects from web stores

E-COMMERCE The under-30s expect inspiration, innovation and good design from web stores. This is the result of a target group analysis from the Internet World trade fair study on customer experiences in online stores.

Generation Y wants to be inspired by webshops.Online shopping has to be entertaining for young users - away from the product catalog and towards entertainment shopping. The target group analysis of the Internet World trade fair from its study "Customer experiences in web stores" revealed that the younger generation of under 30-year-olds has particularly high expectations when it comes to making repeat purchases in a store. 51 percent of this age group expect both an innovative online store and one that inspires them when shopping. The design and layout of the store is important to 53 percent. This means that the criteria of innovation, inspiration and good design are disproportionately relevant for Generation Y in terms of customer loyalty, while detailed product presentations are an essential part of online shopping for Generation Y. 57% say that 3D or 360° views and product videos have a strong influence on the frequency of purchases from the same store. They also attach great importance to dialog offers from the store. For 63 percent, good accessibility of customer service has an influence on customer loyalty. The majority of respondents also value the opinions of others: helpful and credible customer reviews of individual products are a decisive factor for 72% of young respondents to return to the store.About the studyOn behalf of the Internet World trade fair, Fittkau & Maaß Consulting conducted a representative online survey of over 2,800 German Internet users regarding their customer experience in online stores and the factors that inspire them when shopping online. The results, including graphics, are available to download free of charge at the following link: http://www.internetworld-messe.de/Presse/Studie