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Small Retailers Struggle to Meet Shoppers’ Expectations

Stores’ tech abilities fall far short of what shoppers want: surveys




Small Retailers Struggle to Meet Shoppers’ Expectations

Small retail businesses are losing potential customers because they lack the tech-driven convenience Gen Z and Millennials expect, according to two surveys conducted by GoDaddy.

A whopping 91 percent of 1000 U.S. small business survey respondents feel they offer customers a convenient online experience. However, only 21 percent of consumers—and just 19 percent of Gen Z—feel that’s the case.

“Consumers are ultimately looking for convenience, and if small businesses aren’t meeting these expectations, they’re likely losing business,” said GoDaddy Trends Expert Amy Jennette. “… The most important thing is that small businesses are adapting as Gen Z and Millennial preferences evolve beyond what’s been the status quo.”

Overall, while small businesses identified Gen Z and Millennials as top target audiences, their current practices tend to cater more to older generations. But there’s still an opportunity for entrepreneurs to earn younger consumers’ business. Nearly three-quarters of Gen Z and Millennials say they would shop more at small businesses if they offered the same convenience as larger chain stores.

Moving into 2024, small businesses should aim to work smarter and lean on technology designed to make meeting these consumer preferences easier, the survey’s authors conclude.

Click here for more from the surveys.




Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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