Omnichannel retail is outdated, tomorrow’s shoppers are all about “total retail”, according to trend forecaster The Future Laboratory.

Digital natives, those born after 2002, expect retail to be “everywhere” not just on their mobile.

Chief executive Chris Sanderson said Generation I – which stands for  immediate, informal and interactive – don’t think about technology, “it’s just there”.

He said worries about tracking customer behaviour were redundant in Generation I shoppers.

He said: “Whilst we recoil at the intrusion into privacy, this is not how Generation I behaves.”

Sanderson said that retailers need to merge the physical and digital worlds, or “phygital” as he called it, to give Generation I shoppers what they want.

The Future Laboratory chief executive Chris Sanderson talks Generation I