Kimi is a child of the 90s, so she's a digital native. Sure, she still does lots of things the way her parents did. But what's really important about her is how she's DIFFERENT from the previous generation. Here's an example: Kimi's planning a dinner party—but not just any dinner party. She's throwing a tweet-worthy feast that will make her the queen of her social circle. Oh, and one more thing—it's the year 2020, so Kimi's a different kind of consumer with different demands.
Since Kimi's whole life's been shaped by digital, she has a different relationship to retail than her parents. Sure, she's using the same channels her parents use, but HOW she uses them is totally different. That means attracting her with today's retail strategies isn't going to work in 2020. And just to be clear, there are kajillions of Kimis out there getting ready to flood your retail channels—or flood someone else's. And whether or not you can attract these Gen2020s depends on the decisions you make RIGHT NOW. Understanding how to attract consumers like Kimi will be crucial for retailers over the next decade.
We show you how research by the Coca Cola Retailing Research Council, Kantar and TNS can help you to monitor the evolution of consumers in your locale so you'll be ready to offer Gen2020 the relationship they'll demand.