A good product is not enough. The journey to it counts too
For Czech millennials, finding the right product is only a good start. The moment they run into complications while ordering, their patience quickly disappears. If the buying process is too complicated or involves unnecessary steps, 62% of millennials will not complete the purchase.
If you run an e-shop, bear in mind that with this generation every unnecessary extra click can mean a lost order. The simpler and clearer the path to the checkout, the greater the chance that the whole order will be completed.
The delivery method can be decisive
Many retailers still see delivery as the final step of the buying process. For millennials, however, it already matters when they are deciding where to shop.
If an e-shop does not offer the delivery method a customer expects, 67% would not complete the purchase. Being able to choose between delivery to a box, to a shop or to your home is therefore a genuine competitive advantage, not merely an added bonus.
Trust hides in the details
Before they click the “Order” button, they want to be certain they know exactly what they are getting. Missing photographs or reviews are an obstacle for 54% of respondents.
Good product presentation is therefore not just a question of aesthetics. Quality photos, detailed information and other customers' experiences help remove uncertainty and give people the confidence they need to complete a purchase.
When something does not work out, they want a trouble-free way back
Returns matter more to Czechs born between 1981 and 1996 than to any other generation surveyed in the Czech Republic. Inadequate return options would put 55% of them off a purchase. Free returns also resonate strongly with them and are a powerful motivation to complete an order.
Customers do not see an easy return as something above and beyond. They take it for granted as part of a good customer experience. The simpler the rules an e-shop offers, the more trust it earns with this generation – and the more likely they are to buy there again. This really is worth keeping in mind. Because even though on average 1 order in 10 comes back, that one return has to go absolutely smoothly. A bad experience often means the customer never returns to the e-shop.
How do you win the shopping hearts of millennials?
If you want to appeal to millennials, focus on the entire buying process as well as on the product itself:
➡️ simplify the check-out and remove unnecessary steps (forced registration, pointless tick boxes, unexpected fees and so on)
➡️ offer a wide and clearly presented range of delivery options
➡️ do not forget quality photographs and reviews
➡️ communicate clearly and transparently
➡️ make returning goods easy
Millennials want to shop quickly, conveniently and with the certainty that everything will go the way they expect. The e-shops that can offer them exactly that have the best chance of winning their favour and their repeat business.