Generation Z ‘wants augmented retail experience’
Written by Chris Lemmon
Generation Z shoppers, those born from the mid-1990s, still value the in-store shopping experience, but would like it to be augmented by new technologies.
This is according to a new study from Criteo, which surveyed over 2,000 Generation Z consumers (18-24 year-olds) across the US, UK, France, Germany, Brazil and Japan. It found that they crave novelty and experience, with a strong focus on omnichannel shopping.
As a result of this, retailers must improve their websites and enhance store display and design. According to the survey, Gen Z want personalised experiences, limited-edition merchandise, uncommon products, good-looking stores and authentic brand stories.
The age group also boast significant spending power, particularly in consumer electronics, where they spend an average of $182 online and $125 offline over a six-month period. Gen Z also spends more time on their mobile devices than any other generation, clocking in 11 hours of mobile online access per week (not counting work and email).
It is clear from the results that in-store commerce will continue to play a key role in the future of retail, with eight in 10 respondents stating that they look forward to shopping in-store when they have time. However, over half indicated that retail websites and apps are more influential in the purchasing process than search, TV ads or online banner ads.
“Gen Z is at the forefront of the mobile commerce revolution, and represents a crucial opportunity for marketers as they develop lifelong brand loyalties,” said Jonathan Opdyke, chief strategy officer at Criteo. “While specific shopping habits may vary, Gen Zers are native omnishoppers who like to visit stores but still prefer to take care of their shopping needs online.
“In order to deliver a personalised experience on all touchpoints, brands and retailers need to employ a data-driven approach to connect Gen Z customers with unique, on-trend products.”