Generation Z loves shopping at the brick-and-mortar retailer

Jan. 25, 2017

While the Generation Z shopper is a digital customer they still love going to the store to shop and that means retailers need to shore up on interactive engagement.

The consumer segment, which will represent 2.6 billion marketplace by 2020, according to an IBM and National Retail Federation study, is expecting an "always on," mobile focused shopping experience.

"Generation Z expects technology to be intuitive, relevant and engaging — their last great experience is their new expectation," IBM General Manager of Global Consumer Industries Steve Laughlin said in a press release. "This presents a significant challenge for retailers and brands to create a personalized, interactive experience with the latest digital advances or risk falling behind. This kind of innovation is not linear or a one-time project — it is a new way of thinking, operating and behaving."

The "Uniquely Gen Z" study conducted by the IBM Institute for Business Value surveyed more than 15,000 consumers aged 13 to 21 from 16 countries.

A Generation Z shopper represents consumers who are "digitally native," meaning they've grown up with digital devices.

The study reveals several insights on digital habits:

  • 73 percent use phones primarily to text and chat socially with family and friends, but members are willing to extend their conversations to brand relationships.

  • They have no patience for hard-to-use technology and demand a seamless mobile/digital experience.

  • Gen Z knows personal information is valuable to retailers, so members want to know how brands are using it and how the information will be protected.


Topics: Consumer Behavior, Customer Experience, Digital Merchandising, Marketing, Trends / Statistics


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