Generations’ preference for click-and-collect shops. Source: Statista
alt text suggestion: order online pick up in store
Based on the general characteristics and values of the new generation, as well as the growing trend of click-and-collect, we can make some accurate assumptions about Alphas’ shopping behaviours.
1. They Are More Tech-Oriented than Us
Also known as the Glass Generation, Gen Alpha will easily incorporate mobile apps and online platforms into their daily shopping and living — some may already browse food delivery apps and show the ropes to their grandparents.
Using a click-and-collect system and keeping up with its improvements will be a walk in the park for them.
2. They Like Convenience and Fast Delivery
In an era of instant gratification, it’s no surprise that Generation Z consumers have a lower attention span than Millennials (8 vs. 12 seconds), and it will only become more challenging for businesses to respond to the needs of future generations.
If you own an eCommerce business, you need to make sure you have a sound queue management system in place along with your click-and-collect strategy, so that you don’t extend customer wait time more than necessary.
3. They Support Companies Who Do Their Part for the Planet
We live in the so-called “second age of sustainability”, where society tends to slow down the overconsumption of natural resources and enforce better policies to reduce waste.
For Gen Alpha consumers, that means they are more preoccupied with how their items are made and the delivery method used — even more so than Millennials and Generation Z consumers.
Highly concerned about their carbon footprint, Alphas will be very annoyed with unnecessary packaging and excessive use of fuel. That’s why they will choose stores with click-and-collect policies over those that only provide home delivery.
Shopping responsibly will come easy for them if they are exposed to positive habits in their formative years.
4. They Are More Conscious and Frugal Consumers
As mentioned in a previous section, Alphas won’t take their financial security for granted and will make pragmatic shopping decisions.
They will look for a good discount offer and other ways to save money such as buying second-hand products. Additionally, the complimentary service of click-and-collect is a win-win for everyone involved.
To further incentivise customers, retailers can easily develop loyalty programs in click-and-collect stores.