Malls are facing an uphill battle in attracting young customers. India’s youth prefer shopping online to malls. Not only are millennials and post-millennials less likely to visit malls, they also tend to spend less time when they do visit, posing a challenge to malls, which are trying to rebrand themselves as recreational centers and meeting venues.
Millennials and post-millennials—whether working, housewives, students, freshers, or unemployed—prefer shopping online to shopping in malls. And it’s not through discounts that online retailers are able to woo customers. Digital shopping platforms have also started offering recommendation using data analytics to attract customers.
Because of size effects, the more people shop online, the better the recommendations they receive. For working adults who face long daily commutes, shopping online also offers the advantage of transit or on-the-go shopping.
Consumers find value in being able to compare prices from different sellers and to be able to read reviews posted online by others who have purchased the item. Consumers also go to a store to view something in person and then buy online to get the best deal.