Millennials are the largest customer group at the moment, so forward-thinking retailers had better listen to what this generation has to say. We might see a decline in brand loyalty, as Millennials shift from big brands to local shops, boutiques and smaller brand name stores. At the same time, Millennials tend to be loyal to brands that stand for the right values: namely, authenticity, transparency, and social responsibility. Transparency will indeed be one of the buzzwords of the year: consumers want to know where their products come from, and they will reward brand that are genuine, down-to-earth, and honest in their communication. Success now and in the future will boil down to retailers’ ability to offers customers a personalized, seamless shopping experience. According to analyst firm Gartner, 89% of marketing leaders predict that customer experience will be the primary basis for competitive differentiation. Forward-thinking retailers will concentrate their efforts on creating a path to shop that responds to customers’ demands, integrating in-store technology, mobile, cloud, analytics and social media in a unified system to boost customer engagement. The industry is moving quickly; if you need help keeping pace, drop us a line. Our experts will be happy to help you with practical advice and technical solutions.