Generation Z are more inclined to use new technology and channels than their older millennial counterparts.

Gen Z are more interested in curated subscription offerings such as Birchbox, are more likely to use automatic replenishment services and to use voice ordering services.

They are also more inclined to purchase products directly on social media.

According to Accenture, which surveyed nearly 10,000 millennial (aged 27-38) and Gen Z (aged 18-20) consumers across 13 countries, UK Gen Z shoppers are more interested in subscription services (76%) than millennials (45%).

They are also more likely to use automatic replenishment services (61%) than their older counterparts (38%) and are already using or willing to try voice-activated ordering (52%).

UK Gen Z respondents were also interested in purchasing directly via social media (68%). More than one-third (40%) have increased their social media purchase decision-making in the past year.

Despite their speedy uptake of new technologies, Gen Z still values stores: 60% of UK respondents in the age group said that they preferred to purchase in-store and 46% checked in-store for more information before making an online purchase.

Accenture customer and channels practice for retail managing director Jill Ross said: “The true channel for tomorrow is neither the store nor online but the consumer, and retailers will need to rethink the use of the various touchpoints; online, mobile, stores, social media, marketing and loyalty schemes to entice brand affection from the Gen Z shopper.

“Stores will need to be a part of this new reality by moving into the digital and ultimately virtual world – to become a showcase for discovery and engagement for the brand, offering rich, dynamic interactions that turn the store into something to be remembered, worthy of creating lasting relationships as well as broader consumer segments.”