Generation Z consumers view bricks-and-mortar stores as their preferred shopping channel, new Retail Week research has revealed.
Born in 1996 or later, Gen Z are identified as the most tech-savvy consumer group, but the majority (63%) still enjoy the physical shopping experience.
This is one of the key findings from a major new Retail Week report, Generation Z: The shopping and work habits of retail’s chief disruptors, produced in association with Profitect, which uncovers the shopping, working and technology habits of this important consumer group.
Through global case studies and exclusive research from 1,000 Gen Z consumers, the report highlights how retailers can harness the spending power and utilise the worker potential of Gen Z – retail’s chief disruptors.
“We look to ensure our online and offline experiences are complementary. Gen Z customers like to shop on the go as well as engage with experiences in store”
Patrick Megarry, Superdrug
The report finds that 25% of Gen Z consumers prefer shopping in store, with another 38% viewing in store and online equally.
The latter figure rises to 45% when focusing on female Gen Z consumers specifically, highlighting the need for retailers to provide a world-class in-store experience, as well as a seamless and simple path to purchase online.
Speaking to Retail Week, Superdrug head of marketing Patrick Megarry said the health and beauty business aims to make its stores appealing to younger consumers.
“We look to ensure our online and offline experiences are complementary. Gen Z customers like to be able to shop on the go as well as engage with experiences in store,” he said.
Born into a digital world
Learning to swipe before they could talk, technology is central to the lives of Gen Z consumers, rather than being an accessory to it. This is an important thing to note for retailers targeting – and hiring – this age group.
More than half (56%) of the Gen Z respondents surveyed for this report have worked in retail, but only 30% view it as a career path they would like to follow.
Supporting Gen Z workers with the right technology is essential to changing their view of the industry – 39% of those surveyed say a company app would make working in retail easier or more fun.
Find out more
Download Generation Z: The shopping and work habits of retail’s chief disruptors today to find out:
- Gen Z’s shopping, technology and social media habits
- What influences them to choose a retailer and make a purchase
- How to create successful strategies to target this demographic
- How to engage Gen Z as part of the retail workforce