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Study Finds That Younger Shoppers Value Retail Experience

Anew study by Brodeur Partners finds what it calls "a practicality divide" between Boomers and 18-to 34-year-old shoppers.
     "For Boomers, the ideal shopping experience is about getting a good deal on a decent product. For Gen Y, it's more about a stimulating, sensual, ‘sharable' experience," according to the Boston-based strategic communications company. "Think sensible shoes vs. smart phones."
     The study of 2,000 American consumers found that when it comes to retail outlets, the sharability of the experience and "association" (I'm ok if people know I'm associated with it) are twice as important to Gen Y (18-34) as to Boomers (55-plus). Practical decisions drive choice of retailers for 8 out of 10 Boomers, but only half of the Gen Y respondents.

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