ABSTRACT
This chapter addresses the changes in consumer behaviour throughout generations in Finland. It considers ways to take advantage of the new technology on the contemporaneous purchase paths. New purchase patterns affect the delivery channels and processes of stores, suppliers, and manufacturers.
In this chapter, we have used studies by retail federations, online payment service providers, postal service providers, the European Union, and Official Statistics of Finland. Companies that specialise in digital marketing have also been important sources of information to ascertain how COVID-19 has changed the retail business. We also investigated their perspectives on the future development in the digital customer journey and purchasing.
Younger generations challenge companies in all aspects of business, communication, payment, delivery, and how ethically they operate. The shopping experience should be engaging, convenient, and flexible. Interactivity is the most important factor; businesses should use multiple channels and offer the customer a sense of community. They should also offer customers seamless purchasing experiences in information retrieval; communication with brands, friends, and influencers; versatile payment methods; and flexible shipment.
