Trend-setting millennials: Redefining the consumer story
Published by RAI-Deloitte

The report delves into the shopping journey of consumers in India from the millennials' perspective. It presents interesting insights and comparisons of millennials globally on various aspects of consumers' shopping and decision making journey. From channel aspect, it shows how millennials' are shifting from traditional retail to modern and online retail channels. It showcases that contrary to the belief of millennials shifting rapidly towards online retailing, they are rather making a gradual shift towards the e-tail mode as brick-and-mortar retailing still remains a relevant channel. Further, it also highlights how social media and online reviews impact millennials' purchase decision. Towards the end, the report concludes by recommending some key approaches that can be leveraged by retailers to target and attract millennials.