For Generation Z, self-service checkouts and contactless payments are among the most desirable features when it comes to in-store tech, according to YouGov research.
Generation Z are not an anomaly. Their behaviour holds the key to future consumer shopping preferences and the future of retail.
Born between 1994 and 2010, Gen Z have serious spending power, whether they are new to the workforce or influential in their parents’ buying decisions.
One thing is for sure, this is a generation not to be ignored or lumped in with millennials.
86% of Gen Z say their biggest frustration is seeing an item marked as ‘in stock’ on a retailer’s website, but finding it unavailable when they go into the store
Brand new YouGov research, sponsored by Cybertill, examines the shopping preferences of Gen Z consumers in the UK, highlighting five ways retailers can engage digital natives in store and online:
1. Make click and collect a breeze: 59% of Gen Z want a dedicated till for retrieving click-and-collect items – no one hates queuing more than Gen Z.
2. Create easy-to-access product displays in store: 76% of Gen Z say being able to physically see products in real life is their main incentive to go into a store rather than shop online.
3. Ensure in-store stock visibility is accurate and available online: 86% of Gen Z say their biggest frustration is seeing an item marked as ‘in stock’ on a retailer’s website, but finding it unavailable when they go into the store.
4. Don’t waste budget on beacon technology: Only 15% of Gen Z like the idea of receiving marketing information or offers when they are near retail stores or displays.
5. Discounts, discounts, discounts: Gen Z are money-savvy with 75% preferring discounts and promotions in return for handing over their personal data for loyalty schemes, as opposed to points-based schemes or other incentives.
59% of Gen Z want a dedicated till for retrieving click-and-collect items
Despite media hype around experiential retailing and must-have in-store technology, Gen Z are pragmatic and straightforward.
They want to help themselves when browsing in store. If they need assistance, they want to be helped quickly and without queuing. As for in-store tech, contactless payments and self-checkout top the list for Gen Z.
Whatever technology you are implementing in store for Gen Z, make it easy to understand, easy for them to help themselves and make it work.
Retailers may think it’s all about experiences, VIP launches and flashy PR stunts, but these tactics won’t impress this generation.
Keep it simple by creating a seamless shopping experience, both online and in store, as this is likely the key to a loyal Gen Z following.
Ian Tomlinson is chief executive of Cybertill
The full 28-page report, including YouGov data and analysis, can be downloaded here: Gen Z Market Research 2018.