Socially Connected, but Analog
This emphasis on experiential shopping is augmenting another interesting phenomenon that speaks directly to millennial culture and behaviors brought on by the internet age. Though millennials live inherently digital lives, with one full day out of every week spent on-line (ComScore), they are conversely a socially driven generation. Shopping is now more socially connected than ever, although it requires no app, service, or login. Retail experiences that attract and convert consumers are innately inclusive, they tell stories, and they invite interaction. That’s why even 81% of millennials dollars are still spent in stores, not on-line (NPD Group). These are the days of sharing, group think, and herd mentalities… who knew the mall-rats had it right all along? Physical retail is one of the few places where a consumer can connect socially, but not through a device.