Report: Young people more likely to complain after a bad shopping experience

Generation Z, the 18-25-year-olds, are more likely to take some form of action to actively influence others after a negative in-store or online experience. Our new report looks into the consumer experience before, during and after an in-store or online purchase. Our report also shows that 40 percent of all consumers actively warn others after a negative experience.

The way that we shop is evolving and today, customers hold the power. In a challenging market, retailers need to understand and deliver on customer expectations to retain the interest and loyalty of shoppers.

This is one of the key findings of our new APEX report (After Payment Emotional Experience) that looks into the perceptions of shopping, payments and customer experience of 2,005 consumers before, during and after a purchase in brick and mortar stores as well as online.

Our report shows that the young 18-25-year-olds consumers are 61 percent more likely than consumers aged 66 and over to actively inform their friends and family of a bad payment experience.

“Although young people do not have the same purchasing power as the older generation, Nordic retailers cannot afford to ignore them. Our report shows that the young are more likely to take action by trying to influence people in their social circle if a retailer does not deliver what they expect. This is the case both before, during and after buying a product or service,” says Bettina Thorkelin, Regional Director Nordic at Rapyd.

According to our study, Generation Z are 50 percent more likely to feel let down by retailers compared to those aged 66 and over. The young are also 30 percent less likely to enjoy the payment experience.

Payment apps and credit cards are the solution

According to Bettina Thorkelin, payment data is key to delivering a great customer experience as this reveals consumer preferences.

“Payment data can mean the difference between a good and a bad customer experience. As retailers collect user-data from previous purchases, they can get a picture of each individual consumer including what they buy, how often they return items and their preferred payment methods. Next time the consumer needs to pay for a product or service, they will be presented with a journey that feels familiar and safe,” says Bettina Thorkelin from Rapyd.

Retailers must be aware of new technology

Retailers must be aware that the young generation are less likely to prefer certain payment methods such as credit cards or cash.

“Payment technology is constantly evolving. Just consider new digital currencies or WeChat in Asia. Retailers must be aware of this transition to make sure their customers don’t just suddenly turn to a new service that they were not aware of,” says Bettina Thorkelin.

Unge i aldersgruppen 18-25 år er mere tilbøjelige end ældre over 66 år til at forsøge at påvirke andre, hvis de har haft en dårlig oplevelse i en fysisk butik eller online. Det viser vores nye undersøgelse, som ser på forbrugeres oplevelser før, under og efter et køb i en fysisk butik eller online. Hele 40 pct. af forbrugere advarer aktivt andre, hvis de har haft en dårlig købsoplevelse.

Forbrugerne kræver i stigende grad, at virksomheder kan levere relevante købsoplevelser. En tendens, der ser ud til at fortsætte i fremtiden.

Det fremgår af vores nye APEX-rapport (After Payment Emotional Experience), som ser på 2.005 forbrugeres oplevelser før, under og efter et køb i fysiske butikker og på nettet.

Rapporten viser, at 61 pct. af de 18-25-årige er mere tilbøjelige end de ældre forbrugere over 66 år til aktivt at forsøge at påvirke deres venner og familie efter en dårlig købsoplevelse.

“Selvom de unge ikke har den samme købekraft som den ældre generation, så er der ingen nordiske retailere, der har råd til at ignorere dem. Vores undersøgelse viser, at unge oftere går til tasterne for aktivt at påvirke folk i deres omgangskreds, hvis en butik ikke leverer den købsoplevelse, de forventer – og det gælder både før, under og efter et køb af et produkt eller en service,” siger Bettina Thorkelin, Regional Director Nordic i Rapyd.

Ifølge vores undersøgelse føler de unge sig i gennemsnit 50 pct. mere skuffede over oplevelsen hos en retailer end de adspurgte over 66 år. Desuden er det 30 pct. mindre sandsynligt, at de unge nyder købsoplevelsen.

Løsningen gemmer sig i betalingsapps og kreditkort

Ifølge Regional Director Nordic, Bettina Thorkelin, er forbrugernes betalingsdata nøglen til at sikre en god købsoplevelse, fordi den fortæller noget afgørende om folks præferencer. Og det gælder både de unge og de ældre.

“Betalingsdata kan ofte være forskellen på en god og en dårlig kundeoplevelse. Ved at samle brugernes data fra alle tidligere køb kan butikkerne få et præcist billede af, hvad hver enkelt forbruger køber, hvor ofte varer refunderes og hvilke betalingsmetoder, den enkelte foretrækker. Så næste gang forbrugeren skal betale for din service eller produkt, skal personen på en velkendt og tryg rejse,” siger Bettina Thorkelin.

Unge er ikke bundet af betalingsteknologi

Når det kommer til den unge generation, er det ekstra vigtigt at være på forkant, fordi de ikke er bundet af en klassisk betalingsmetode som fx Dankortet eller kontanter.

“Der sker en hastig udvikling inden for nye betalingsteknologi. Se bare de nye digitale valutaer og WeChat i Asien. Retailere skal være opmærksomme og sørge for, at de ikke misser en del af deres salg, fordi deres kunder pludselig foretrækker en ny digital løsning, som man ikke var opmærksom på,” siger Bettina Thorkelin.