WUNDERMANTHOMPSONCommerceGenerationALPHA:Preparing for the future consumerCONTENTS5 FOREWORD7INTRODUCING GENERATION ALPHA10 THE POWER OF INFLUENCERS16 BRANDS AND AMAZON'S ENDURANCE20 TECHNOLOGIES OF TOMORROW'S SHOPPER24 DEFINED BY DELIVERY27 CONCLUSION:AN ALPHA FUTUREGENERATION ALPHA 3FOREWORDHugh Fletcher,Head of Thought Leadership (EMEA)and UK Marketing at Wunderman Thompson CommerceToday's children are different from the generationsIn this report,we've set out our findings,that have gone before.including:They've grown up with streaming,social mediaWho Generation Alpha are today andand screens on every available device.Information,who they are likely to become in theentertainment and human connection has alwaysnext ten yearsbeen just a click away.What is shaping Alphas'attitudesThis has had a massive impact on how they live-towards brands and buyingand how they shop.How this generation feels aboutretail technologyBut are retailers prepared for the needs ofGeneration Alpha,the 6-16-year olds enteringWhat Alphas want from theirthe stores in five to ten years'time?shopping experienceThe answer,for the most part,is no.Many organizations are struggling to initiateWhere possible,we've broken down thestrategies that will make them relevant for thisresearch by region or by age category withinfuture generation of customers.And all the while,the generation:retail innovators like Amazon are leading the waywith one-day delivery,lightning fast payments,13-16-YEAR OLDS AREvalue-adding loyalty schemes and contentcreation -setting the benchmark forMAXI-ALPHAS,customer expectations.9-12-YEAR OLDS ARETo compete in this world,retailers must lookMIDI-ALPHAS ANDbeyond their quarterly,half and annual targets.Adopting a long-term view is the only way to meet6-9-YEAR OLDS AREthe expectations of Generation Alpha when theseMINI-ALPHAS.shoppers come of age.With this in mind,Wunderman ThompsonAlongside our research findings,we've addedCommerce set out to discover more about Alphas,guidance from our own team of industry thoughtthe next generation of consumers who areleaders and experts,and a chapter-by-chaptercurrently aged between 6 and 16.action plan.We spoke to over 4,000 individuals in thisBy the end of this report,you'll be prepared toage bracket,half in the UK and half in the US,create a future-ready shopping experience capable ofto learn more about their views on everythingmeeting the needs of the new generation.from influencers and Amazon,to deliveries andthe shop floor.Read on to find out more.GENERATION ALPHA 56 GENERATION ALPHAINTRODUCINGGENERATION ALPHAWHAT YOU NEED TO KNOW。Generation Alpha are characterized by their strong values,which willdictate who they buy from.Alphas are looking forward to having their own spending power and arealready excited about making their own purchasing decisions.Digital hasn't won over outdoor pursuits just yet-children still enjoylife away from screens;so,while they may be digital natives,theirrelationship with digital isn't exclusive.Before we can understand Alphas as shoppers,we need to understandthem as people.It appears that the Alpha generation are a thoughtful bunch,characterized by their strong values.When asked what's most important in life,they list:FAMILY71%FRIENDS43%HAPPINESS31%HEALTH19%SCHOOL/EDUCATION17%GAMING16%MONEY15%PHONE13%FOOD AND DRINK12%MUSIC10%IPAD/TABLET8%SPORT7%THE ENVIRONMENT7%TV6%SOCIAL MEDIA5%FAME2%GENERATION ALPHA 7