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Contrary to Popular Belief, Millennial Shoppers Actually Like Going to Brick-and-Mortar Stores

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A new report suggests that contrary to popular assumptions about the much-coveted generation of digital natives, millennial shoppers actually like going to brick-and-mortar stores—a great deal, actually. With bankruptcies at record levels and so much of commerce moving to the web, “marketers have emphasized optimizing their digital marketing strategies with the idea that consumers prefer to shop primarily online. However, our data shows that it’s important for brands to breathe life back into their brick and mortar as well.” As to why millennials like to go to physical stores, it seems that (surprise!) they’re actually not much different from anyone else.

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ADWEEK 8/22/2017

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