Younger consumers prefer using digital channels for a considerable portion of the buyer journey. Retailers should provide a wide range of support for rich and rewarding digital experiences to engage and connect on their needs. The biggest driver of customer satisfaction is merchandise - specifically, merchandise appeal, availability, quality, and variety.

The second biggest driver is digital experience - specifically, responsiveness, ease of finding products, and the ability to provide needed information. Consumers have increasingly complex purchase experiences that often involve both in-store and digital steps. Two-thirds of customers over 55 prefer to engage with a retailer by visiting a store, but consumers under 40 see utility in the retail store as a convenient click-and-collect depot for merchandise. 

Retailers can turn customer communications into sales simply by sending the right mobile message at the right time to the right customer. They can also use click-to-Messenger advertisements to create a seamless browsing and payment sequence without leaving a private messaging conversation. Gen Z and Millennials will continue to push the envelope on digital experiences, and brands will need to establish continuous feedback loops, optimize digital communications to boost revenue, and ensure they are providing optimal customer experience.

The second biggest driver is digital experience - specifically, responsiveness, ease of finding products, and the ability to provide needed information. Consumers have increasingly complex purchase experiences that often involve both in-store and digital steps. Two-thirds of customers over 55 prefer to engage with a retailer by visiting a store, but consumers under 40 see the utility in the retail store as a convenient click-and-collect depot for merchandise.