Customer of Tomorrow


IIn the next decade the majority of our population will consist of the digital natives – people born after 1990s. We are talking about a generation that didn’t adapt themselves to technology but have always lived with cell phones, Internet, and advanced technology. Yet, being born into digital age is not the only characteristic of digital natives. There is a lot more than that. Members of this generation are much more laid-back and straight-forward compared to previous ones. They grew up with social media. There is an obvious transparency culture that triggers the “like” economy 1. They have no hidden agendas; they like, they dislike, they get angry, they wow, they want... Moreover, digital natives are analytical thinkers. Numbers are more popular than ever before 2. Even the tiniest details are considered and evaluated. They work for a better future 3. Sense of belonging is important for them. They like to produce together, consume together and most importantly to share together 4. Yet, on the other hand they are selfish. In the era of millennials, it is important to be noticed and to feel special 5.


We measure, we count, we calculate. Today it is a habit for us to calculate our calorie intake every time we eat. This number obsession inspired British retailers and a new system has started in big grocery stores. Today you are able to see the amount of the calories, sugar, fat and salt you consume just with a glance to your receipt.

2 “LIKE” and “WANT”

Like button is no doubt the biggest innovation of Facebook. After like button got this popular, the company started to work on similar projects and in 2012 Facebook started a pilot study that was expected to change the whole shopping scene. Yet, the process had to be stopped due to unforeseen reasons. This time the bright idea of Facebook was to launch the “want” button. Since CVG-SAB, the owner of “”, sued Facebook. Even though Facebook’s want button couldn’t achieve to be as popular as like button, wantbutton is still a thing. And now an era awaits us, where the customers will freely “want” regardless of what the tool is called and the sellers will be obligated to respond to these demands as fast and properly as possible.



Uniqlo came up with an extraordinary social responsibility project that brings together the selfie craze with 3D printer innovation. Small statues of hundreds of Uniqlo customers were made by 3D printers and people have been asked to dedicate their statues for a social cause such as world peace, climate change and animal rights in order to make a better world.



Sharing economy has a big influence on service based sectors such as travel and transportation. And now it is possible to see the initial impacts of sharing economy on retail sector. Vigga is a Denmark based company that offers organic clothing for babies and toddlers. Subscribers of Vigga can have a new wardrobe for their children only for a monthly fee. Each subscriber receives new baby clothes every month and they return the ones that their children don’t fit in any more. The idea behind this start-up is that the babies grow up very fast and they don’t fit in their clothes after couple weeks. Another example is “Rent the Runway”. Same system but this time for stylish teenagers. Their business plan is also based on the dynamics of sharing economy.


“Design your own Converse” is a service of Converse that has been out there for a long time now. A pair of Converse that you design from scratch is either sent to your home or to the closest Converse shop. German bike company Rose is another brand that allows its customers to personalize their purchase. You are able to have both the digital and physical store experience at one time in Rose’s Bike Town located in Munich. Then the only thing you have to do is to design the bike of your dreams, just for yourself.