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Solving the retail generational buying gap one basket at a time

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The next phase of retail growth will be won or lost on the industry’s ability to understand, anticipate and adapt to the needs of its changing customers, be they Baby Boomers, Gen X, Millennials or the Gen Zers who are re-writing the rules once again! The speed and scale of today’s demographic shift is unlike anything the UK retail industry has faced before. Here, Oscar Strachen, Digital Strategy Consultant at Columbus, explores three ways retailers can successfully navigate the generational crossroad: buyer profiling, understanding what matters most to each generation, and closing the back-office gap.

The retail sector has always been shaped by generational waves that bring distinct habits, expectations and priorities. Baby Boomers built the modern department store era and fuelled the introduction of credit, Gen X drove high-value spend, Millennials accelerated eCommerce adoption, and now Gen Z are rewriting the rules of discovery and loyalty as they’re set to become one of the main revenue drivers. Consumer confidence remains uncertain and digital-first platforms have shaped customer expectations. Today’s revenue is still driven by Gen X and Millennials, but within five years, retailers expect Gen Z to almost triple its contribution, drastically reshaping demand patterns. But is the retail industry ready?

A recent Columbus study, which surveyed 100+ senior UK retail leaders across eCommerce, multichannel, and store-led businesses, reveals a sector that is both acutely aware of its demographic pivot, yet under-prepared to act on it. Only six in ten retailers feel confident in knowing which generations dominate their customer base, with just 52% having faith in their systems to keep pace with the shifting behaviours. So how can retailers close this gap?

It’s time to bridge the consumer divide!

The future of retail success is not just about serving one generation better than another. True success requires retailers to build organisations and systems that can flex across generations. However, the study pinpoints silos, legacy technology and cultural inertia as the main barriers holding many retailers back. The challenge now is to bridge the gap between what the front-end promises and what the back-end can deliver to serve the generational reliability expectations. Only this way will retailers be able to build trust, loyalty and sustained profitability.

1. Power shifts at checkout – new buyers will hold the purse strings 

Currently, Gen X (42.2%) and Millennials (34.9%) are retail’s biggest revenue contributors, with Gen Z lagging behind at 9.2%, but in just five years, this outlook is set to change dramatically. Leaders expect Millennials to remain dominant (39.5%), while Gen Z is expected to almost triple its contribution (22.9%) and usurp Gen X. The increase in social commerce adoption (such as TikTok Shop) is a driver behind this shift in buying power, with 66% of Gen Z consumers using social media as a research tool. So how can retailers adapt their strategies to keep pace?

It’s important retailers learn to map today’s revenue by generation and channel. When trying to understand younger consumers, retailers can start by identifying stock-keeping units (SKUs) with high discovery and conversion. Retailers can appeal to more Gen Z consumers with unified commerce, which transforms many channels into one brand by pooling inventory, orders and customer context, allowing shopping journeys to be smooth from click to purchase.

2. Long-term loyalty cannot be locked in with short-term wins

Against a backdrop of rising cost of living and increasing housing costs, younger consumers are facing acute financial strain, with 80% of UK adults believing younger generations are worse off today than two decades ago. Yet despite this, one in five retailers hasn’t changed their strategies to reflect this financial reality.

Many retailers offer ‘buy now, pay later’ (BNPL) checkout alternatives, which appeal to Gen Z and Millennials. In fact, the FCA reports that 20% of UK adults regularly use BNPL. But while usage has significantly increased, BNPL sits squarely in the regulatory crosshairs as draft FCA rules increase affordability checks and greater transparency, which could dent conversion rates. So, retailers must proceed with caution and treat BNPL as a tool not a crutch – but what alternative strategies can retailers explore?

3. Address the back-office gap to achieve store-front success

Operational readiness remains a key challenge for retailers, 22.4% of retailers don’t differentiate operations by generations at all. Process-driven mindsets, disconnected marketing and a lack of shared metrics linking back office to CX reveal a significant disconnect.

In a tight market, where retail sales growth is modest, every broken promise is magnified, especially for Gen Z. A wrong delivery date, slow refund or a botched click-and-collect can be detrimental and often result in not just a disappointed customer, but a competitor gaining a potential customer. This is why operational agility is no longer a back-office issue but vital for storefront success. 

Start owning the moments that matter most to customers

Too often, retailers measure process outputs such as stock turns, fulfilment cost and SLA adherence that rarely capture the lived reality of the customer. If the goal is to adapt to shifting generational behaviour, the metrics must change too, otherwise, retailers risk not only missing sales but also eroding the loyalty that underpins long-term growth. Instead, operational KPIs such as promise-data accuracy, refund time-to-wallet and first contact to resolution should sit on every retailer’s dashboard. Collectively, these KPIs close the gap between what the business thinks it’s delivering and what the customer actually experiences. 

From fragmentation to future-fit

UK retail sits at a crucial crossroads. Generations don’t just define who the customers are but also whether a business is built for the future or left behind in the past. The consumer divide is real, but by no means unbridgeable. Retailers don’t need to rip and replace everything overnight, but they need to build knowledge on exactly which generation drives which product or channel and design experiences that respect the emotional realities of each for long-term success. Retailers need to remember, Generation Alpha are only just around the corner



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Thames Valley drivers face highest fuel prices in the UK

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The soaring prices come after the start of the Iran war in the end of February, with diesel now at 205.9p per litre at Membury services in Berkshire, and unleaded petrol reaching 185p per litre.

Some drivers are reducing their journeys due to the unaffordable fuel prices.

The Government has frozen fuel duty in an effort to alleviate the burden, while motoring groups advise shopping around for the best deals.

Simon Williams, head of policy at the RAC, commented on the situation: “Fuel prices continued to rise over the weekend with petrol climbing to a new Iran War high of 160.85p and diesel going back over 180p, something drivers haven’t seen since 9 June.

“Unleaded has now risen more than 10p a litre – 7 per cent – since bottoming out at 150.59p on 6 July while diesel is up 16p (15.8p) a litre, or 10 per cent, almost fully reversing June’s 16.6p reduction, which was the biggest monthly drop on record.

“Positively for petrol car drivers, RAC analysis of wholesale fuel data shows prices at the pump should begin to stabilise this week.

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A40 closed Westbound due to two crashesSome drivers are reducing their journeys due to the unaffordable fuel prices. (Image: Ed Nix)

“But the news for those who rely on diesel, including many businesses, is worrying as it looks set to carry on rising, possibly reaching 185p in the next week or so.”

The rise in fuel prices coincides with the summer holiday season, when more than 20 million UK drivers are expected to hit the roads this week.

The AA is advising motorists to use price comparison apps powered by the Government’s Fuel Finder service to “beat the higher prices.”

The increase in prices has led to record numbers of forecourt drive-offs.

Forecourt Eye, a fuel theft prevention company, reported a 20 per cent increase in incidents of fuel taken without payment in the five months following the conflict’s onset on February 28, compared to the previous five months.

The surge in pump prices due to the war has driven the value of stolen fuel up by 48 per cent over the same period, reaching an estimated daily average of £194,000 across the UK’s 8,359 forecourts.

Gordon Balmer, executive director of the Petrol Retailers Association, noted that its members are “reporting increasing levels of abuse and aggression towards colleagues who are simply doing their jobs and have no influence over the price displayed on the forecourt”.

The Government has postponed its planned September 2026 increase to fuel duty until the end of the year due to rising pump prices.

Originally introduced by the Conservatives in 2022 following Russia’s invasion of Ukraine, the 5p reduction was set to end in September 2026.





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Scran launches cooking app for neurodivergent users

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SOFIAH NICHOLE SALIVIO

News Editor

Scran has launched an iOS and Android cooking app for neurodivergent users. Developed in Edinburgh by founders with backgrounds in technology and accessibility, it aims to change how recipes are presented to reduce the mental effort involved in cooking.

Users can import recipes from websites, social media, photos and cookbooks. The app then restructures them into shorter, more explicit steps.

Its launch comes amid growing attention on digital products designed around accessibility needs rather than adapted later. The founders said common recipe formats can be hard to follow because preparation is often buried in later instructions, ingredient quantities are separated from method steps, and longer directions require repeated rereading.

Scran moves preparation tasks to the start of a recipe, places ingredient amounts within each step and breaks longer directions into smaller actions that users can tick off as they cook. It also includes serving-size adjustments, aisle-sorted shopping lists, measurement conversion, larger text, dark mode and dyslexia-friendly fonts.

Scran was created by Grant Macgregor and Jonny Kirkaldy, an Edinburgh-based couple who said they have spent 15 years designing digital products, including accessibility work for neurodivergent users. The app was built with input from home cooks, including people with ADHD, dyslexia and autism.

During a four-month pilot, 200 people tested the product and their feedback shaped how recipes are imported, simplified and followed. Scran said the app recorded a 30% week-four retention rate during the trial, while a voluntary follow-up survey found that 32 of 36 respondents said it made cooking from recipes easier. Of those, 19 said it was much easier and 13 said it was somewhat easier.

Inclusive Design

The founders say the central issue is cognitive load. Rather than offering a standard recipe database, the app focuses on changing the structure of recipe instructions so each task is clearer and easier to complete in sequence.

“Standard recipe formats assume everyone processes information the same way. We’ve heard from so many people who blame themselves when a recipe trips them up, when really it’s the recipe that’s failing them. We want to give people the confidence to cook whatever they want to,” said Jonny Kirkaldy, co-founder of Scran.

Scran uses artificial intelligence to import and simplify recipes, but the wider proposition rests on design rules created through research with neurodivergent cooks. The founders said the system is intended to create more consistent step-by-step instructions across different recipe sources.

The app enters a crowded market for meal planning and recipe tools, but it targets a narrower user group with a specific accessibility problem. That may help explain the pilot’s retention figures, which Scran cites as evidence of demand for a simpler way to follow recipes.

Consumer apps aimed at accessibility needs have often focused on reading, communication or mobility. Cooking has received less attention, even though recipe formats combine several common pain points at once, including dense text, task switching, sequencing and working memory demands.

One tester described the effect of restructuring steps into single actions.

“This app is life-changing. Having the steps broken down into single actions makes my life so much easier and less overwhelming. I want to enjoy cooking and the app does the hard bit for me!” said Sofia.

Commercial Model

Scran is self-funded and is launching with a subscription model after a free trial period. The service is priced at £29.99 a year or £4.99 a month, putting it in line with many paid productivity and lifestyle apps rather than free recipe platforms supported by advertising.

That pricing suggests the founders are betting users will pay for a tool that solves a practical problem rather than for access to recipes alone. The pilot’s retention and survey data will be watched as an early indicator of whether accessibility-led consumer software can sustain paid subscriptions in a competitive app market.

Macgregor said the project was built around a specific use case rather than broad claims about technology.

“For us, technology is at its best when it solves a specific, real-world accessibility issue. By combining inclusive design, a supportive app experience and ongoing community feedback, we’ve built something that can help more people stay on track, feel confident and enjoy cooking more,” said Grant Macgregor.



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Company not liable for death of worker during Storm Eunice

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Jack Bristow, 23, from Sutton Courtenay, died after a tree fell on his truck while he was working in Hampshire.

He suffered a catastrophic head injury and was pronounced dead at the scene. He left behind his son, Harvey, who was one at the time.

Mr Bristow and driver Callum Smith had left Hooke Highways Limited’s Watlington depot at about 7.55am to remove traffic management equipment across the South East that could have been blown away in severe winds.

Jack Bristow , 23, died working in Storm Eunice in 2022 (Image: Unknown)

They were travelling back to Oxfordshire on Old Odiham Road when the accident happened at about 11.43am.

His parents, Teresa White and Gary Bristow, brought a claim against the company, arguing it had breached its duty of care by sending him to work during a Met Office Red Warning for extremely strong winds.

However, Judge Irena Sabic KC dismissed the claim, saying the risk of death while travelling as part of the assignment “was not reasonably foreseeable”.

She warned against “setting a novel standard of care” by which negligence could be established against an employer.

In her judgment, she said: “My view is that the precautions that the Claimants say should reasonably have been taken are not practicable or realistic. The risk of this horrific accident occurring was simply not foreseeable.”

Expressing sympathy for Mr Bristow’s relatives, the judge said he had been described as “hard working, caring, witty and completely devoted to his son”.

The family’s separate claim against landowner Davis Meisels, from whose land the tree fell, will be determined in due course.





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