‘Younger people – your future consumers – now as likely to enjoy shopping in-store as online’

Mother and daughter shopping

Digital natives are now less wowed by the capabilities of online and will drive the future of stores, says PwC UK industry leader for consumer markets Lisa Hooker

While there is increasing preference for online in many non-food categories, it is less so among the oldest and youngest age groups. Younger shoppers clearly relish the experience of shopping in stores.

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