Survey: 'Bracketing,' social discovery impacting inventory management
Younger consumers’ return habits are reshaping how retailers brace for the holiday season.
According to a new report from warehouse automation firm Locus Robotics, 61% of Gen Z and 52% of millennials have “bracketed” an apparel purchase in the past, buying multiple sizes or styles with the intention of keeping just one and returning the rest. This is compared to 37% of Gen X and just 15% of baby boomers.
The report found that physical stores remain central to the omnichannel journey, as nearly half (48%) of respondents' most recent apparel, beauty and skincare purchases were made in a brick-and-mortar retailer. Despite this, social discovery is making the purchase and return journey harder to predict.
A majority (79%) of Gen Z and millennials (75%) have bought an apparel, beauty or skincare product after discovering it on social media, compared with 26% of baby boomers. More than two-thirds of those buyers purchased within three days, creating the potential for sudden demand spikes as trends quickly take off, according to Locus Robotics.
A third (33%) of shoppers surveyed said an unavailable item or size led them to abandon or delay a purchase, the most frequently cited reason, while 17% will abandon a purchase if same- or next-day delivery is not available. Locus Robotics says that makes inventory availability and replenishment just as important as shipping speed when consumer demand shifts unexpectedly.
[READ MORE: Survey: Consumers leverage AI tools to compare prices, find discounts]
“Retail fulfillment operators are facing an entirely new reality, where demand patterns can change in hours and days, not seasons,” said Rick Faulk, CEO of Locus Robotics. “We’re seeing this firsthand with a record number of peak robot requests to help retailers around the world respond to demand surges. The generational shifts underscore why warehouses need automation that can flex with volume, adapt across workflows, and evolve as consumer behavior and business needs continue to evolve.”
Locus Robotics’ report is based on a survey of 1,000 U.S. adults, who detailed their purchase frequency, shopping channels, delivery expectations and returns behavior.
