Millennials do online research before they commit to making a purchase.
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Don’t worry about the future of brick-and-mortar — Millennials still prefer to buy in a physical store, but it’s where and how they shop that retailers need to understand.
In a survey of more than 500 individuals between ages 18 and 34 and those over 35 years old, Wells Fargo Securities concluded that Millennials and non-Millennials similarly value price, brand, quality and fashion. It’s everything else about shopping that’s different. Ike Boruchow is the lead analyst in the Wells Fargo report.
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