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Written by Andréa Williams, Head of Marketing
Comprising of over a quarter of the world’s population with a spending power that reached over £100bn in 2018, soon to represent over 30% of the world’s workforce, giving Gen Z what they want wouldn’t be a bad idea for retailers.
Throughout the last year, no group of consumers have reacted as drastically as Gen Z, whose age has meant they’ve suffered the uncertainty and the unpredictability of a fast-changing environment, making them the first to change their behaviours and habits in response.
One thing that is for sure, is that they still love shopping in-store! We’ve all missed out in the last year and that has left Gen Z craving more of what they’ve lost and that leaves retailers questioning; what do Gen Z value about shopping in-store?
The ability to try clothes on in-store is more convenient than ordering three different sizes of jeans to have to return two. It’s also more convenient for the retailer as return costs are lower when shopping in-store. This factor will remain at the top of Gen Z’s reasons to shop in-store until fit technology is improved online, a factor that 36% of Gen Z want to see from online brands.
We’ve all missed out on socialising with our friends in the last year, but more so for Gen Z who many have had to move back in with parents and had to shift to working from home. So, in looking for reasons to leave the house and see friends yet stay local, shopping is an activity that has topped the list with 51% enjoying the social aspect of shopping, up from 40% in 2020.
“As doors reopen and a new high street becomes visible here in the UK, it will be interesting to see how retailers, brands and independents tap into the sense of social interaction and community found in stores that many consumers missed when closures were enforced.” – Drapers, 2021
Shopping online has come more and more convenient, with next and same-day delivery options, smoother returns processes and more accurate descriptions but that’s not instantaneous enough for our experience hungry Gen Zers. Up 27% from 2020, 50% of Gen Z purchase in-store so they can get the right product they’re after right there and then, an unsurprising shift for a generation with an 8-second attention span.
Not only is shopping in-store a quicker and more convenient experience for Gen Z, but over a third shop in-store because they crave the atmosphere and environment, certainly a change from shopping on your phone from the comfort of your bed. 55% of Gen Z admit they genuinely enjoy browsing the shops, often preferring it to online because in-store, you can find things you weren’t looking for.
Why? It’s all in the experience. Gen Z aren’t just out to shop, they desire social interaction, whether that’s shopping as part of a day out with family and friends or developing that one-to-one relationship whilst being helped to find their purchases in-store. In our recent whitepaper, we’ve discussed how some of our customers are offering an improved experience to engage consumers. For example, personal shopping appointments have proven to develop relationships with store managers and their customer base, rapidly increasing basket size as they’re able to offer a more personal and genuine experience.
If you want to find out more about how to improve your in-store experience or get the latest insights from retail experts, download our whitepaper here >>