Young urban customers, specifically those belonging to the GenZ and Millennial generations, are highly focused on convenience when it comes to shopping. These individuals have grown up in a fully digital age where the internet has always been the norm. As such, they have become accustomed to a lifestyle that is heavily reliant on technology and they expect their shopping experiences to reflect this. In addition, these consumers tend to lead busy social lives and have limited time (and patience) for administrative tasks. They have high expectations towards shopping experiences and but also want to streamline them as efficient as possible. Last but not least, they are highly conscious consumers who care deeply about sustainability. For them, sustainability is not just a mere feature but a core value that they expect from the brands they shop with.
Although ecommerce has revolutionized the way we shop, today's shopping experience, both online and offline, leaves much to be desired. Shopping in local stores is often time-consuming, with a risk of findability and lack of personalization. There is no guarantee that a store will have a customer's specific size, color, or variant, and customers often struggle with packed rooms or long queues at checkout.
On the other hand, online shopping has its own set of challenges. While the endless aisle offers a vast selection of products, it can also be overwhelming to find the right product. The delivery experience, especially in city centers, is a nightmare. The last-mile logistics companies, such as DHL or GLS, do not provide any satisfactory experience. Delivery times are unpredictable, varying in days, and packages are dropped off at random spots in the neighborhood, adding even more time on top. Even Amazon, the giant of ecommerce, is not immune to this problem and can be unpredictable in their delivery times.