Many organisations are struggling to initiate strategies that will make them relevant for Gen Alphas (aged 6-16) - the future generation of customers. And all the while, retail innovators like Amazon are setting the benchmark for their expectations.
Wunderman Thompson Commerce set out to discover more about Alphas and their views on everything from influencers and Amazon, to deliveries and the shop floor.
Below is just a taster - download the full report for the detail, insights and actions on how to develop an action plan to meet the needs of this new generation.
When asked what's most important in life, they list:
So be ready to embrace them, treating them as human beings, not just consumers.
55% of Gen Alpha say they'd want to buy a product if their favourite YouTube or Instagram star was wearing/using it.
But friends rule! They outrank social media influencers and bloggers for most influence...
Think omnichannel! And don't think there's any getting away from Amazon any time soon...
1 in 5 is influenced by online video; but there's an interesting gender split (check the full report)
Social is key, with 57% inspired to purchase by social media ads...
DELIVERY EXPECTATIONS: 2.23 days is how long Gen Alpha are content to wait for online order deliveries. It's way less than 2.95 days for adults. Nearly half of children will share photos of their delivered order, too!
THE ROLE OF ONLINE INFLUENCERS: Native online influencers score more highly than heads of the biggest brands, retailers and marketplaces. Sorry Mr. Bezos and Mr. Cook, but you're behind Joe Sugg.
TYPE OF CONTENT HAS AN IMPACT ON INFLUENCE: Online videos (24%) came top, followed by social media posts (19%) and TV ads (19%).
AMAZON MON AMOUR? Amazon has been conditioning whole new swathes of customers to use its services. We examine how it's set to influence future expectations.
TECHNOLOGIES OF TOMORROW'S SHOPPERS: Nearly a quarter of kids have already purchased via a voice assistant. Find out how they want to shop in the years to come.