Maybe*Solutions commissions new whitepaper about millennial generation shopping

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The research, led by Dr. Shaw and Professor Towers, has been described as “the most exciting development in consumer understanding of the 21st century." The new whitepaper looks at how the millennial generation shop and what it means for omni channel retailing.

Maybe*_Infographic. How millennial shoppers decide what to buy

How the millennial generation shop in our omni channel retail world

Purchase Intent Data is the most exciting revolution in consumer understanding of the 21st century.

A new white paper, written by Dr. Duncan Shaw of Nottingham University Business School and Professor Neil Towers of the University of Gloucestershire, and commissioned by Maybe*Solutions, details research concerning the behaviours of almost 2,000 millennial generation shoppers.

This University-led research, which is also featured in an infographic, highlights that retailers can only see 10% of a shopper’s decision making process. The research also reveals that shoppers go on diverse, complex, and individual journeys, which explains why retailers struggle with omni channel solutions.

“Shoppers’ buying journeys are subjective, individual, and more difficult than they need to be,” says Dr. Shaw. “Purchase Intent Data, and the ideas which draw it together, can light up each shopper’s journey to make it easier for the shopper and easier for retailers to understand the journeys and then personalise them - even outside of the normal touch points.”

“Retailers must consistently give consumers what they want. By what they do online, shoppers provide all the buying signals needed. Purchase Intent Data is the most exciting revolution in consumer understanding of the 21st century,” says Professor Towers.

To download the white paper, How Millennial Shoppers Decide What to Buy, please visit

To view the infographic, “Revealed: Retailers only see 10% of a shopper’s retail journey,” go to

About Professor Neil Towers, Chair in Retail Marketing, PhD FCIM FIOM FCMI
Neil joined the University of Gloucestershire Business School from Heriot-Watt University (HWU) where he was Director of the Research Centre for Retail Excellence (CRE) managing funding from George Davies (HWU’s largest individual donor) and former Programme Director for MSc in International Fashion Marketing. In the Business School, he is the Lead for Research with responsibility for engaging with businesses, organisations, and funding bodies in developing the high impact research agenda.

Contact: neil.towers(at)glos(dot)ac(dot)uk

About Dr. Duncan R Shaw
Duncan is a Lecturer in Information Systems at Nottingham University Business School. His research and consultancy interests are focused on the uses of Big Data analytics, customer loyalty, customer relationship management, service design, and network orchestration.


About Maybe* Solutions
Maybe* Solutions is a UK and North American based startup headed by entrepreneur Polly Barnfield OBE. Dr. Diane Savory OBE, previously Superdry COO, is Maybe*’s Chair. Maybe* is about to unveil its fresh thinking and shopper solutions to the world. Maybe* enables shoppers to save and store shopping ideas from anywhere and then share them with friends or a wider audience to gather opinions and collate feedback. Maybe* is in private beta - invites available upon request.

Contact: Polly Barnfield, OBE. Email: polly(at)maybe(dot)xyz Call: +44 7778 956734

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Polly Barnfield,OBE

Polly Barnfield, OBE
since: 12/2014
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