Case Study - Retail

Goal of the Case Study?

‍Promptly understand shopping behaviors between younger (18-30) and older(50-65) Czech consumers to help retailers understand generational differences in channel preferences, decision-making, and purchase drivers, enabling more targeted strategies and smarter investment decisions.

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What did we find out?

‍Online shopping dominates among younger consumers, while older generations still prefer physical stores for certain categories. Price comparison is universal, but the channels differ – younger shoppers use apps and social media, while older consumers rely on traditional comparison websites and in-store visits. Trust factors vary significantly: younger buyers trust influencer recommendations and user reviews, whereas older shoppers value brand reputation and personal recommendations.

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What did the results deliver?

‍The insights reveal critical generational differences in retail behavior, from preferred shopping channels to decision-making factors. These findings help retailers optimize their omnichannel strategies, tailor marketing messages to each demographic, and make informed decisions about where to investin digital vs. physical retail experiences.