Physical Stores Don’t Shine Among Young People, A Study Shows

Gen Z is a pretty unique generation. They are the first peer group that is totally digital native. Something that didn’t happen with Millennials. And now, since they are entering the workforce, they are generating their own money. That means they now make their own purchases. 

What are their preferences? According to a recent Verint survey, everything points to digital experiences

This group is a lot less interested in traditional stores. Less than 36% of the consumers under 40 are used to visiting physical places when interacting with retailers. Among people older than 57, two-thirds have this habit.

For Gen Z, the priority in terms of shopping is to have good online experiences. That means higher expectations that retailers need to achieve. 

As this generation’s economic importance grows, you can ask yourself: is this the end of physical stores? Let’s discuss it in this article.

Why Gen Z Prefers To Shop Online?

Gen Z spends too much time on the internet (as part of this generation myself, I’m guilty). However, this doesn’t mean that it is easy to convince the younger audience to buy online. 

Verint research highlights that Gen Z and Millennials have more complex purchase journeys, with over 75% using at least one other digital resource – such as ratings websites, influencers, and social media – to help inform their purchasing decision.

A good example of this phenomenon is how Gen Z is using TikTok more than Google to make queries

But wait—this doesn’t mean that this generation hates shopping in stores. They see a lot of value in visiting the physical stores since they can choose pick-up services or take advantage of special discounts. 

In fact, other surveys like GWI research show that physical stores are actually important for Gen Z. They just prefer to make purchases via online experiences. 

What Can Retailers And Marketers Do?

The best way to maintain satisfaction in Gen Z is to understand that they use multiple digital channels and expect consistency between them.

Omnichannel Is Key 

An omnichannel strategy will let you deliver a simultaneous and interconnected experience between different touchpoints. Thinking about these tactics allows you to improve your customer experience, and younger consumers will thank you for that. 

Some ideas to apply to an omnichannel strategy are:

  • Integrate your digital channels. 
  • Involve physical strategies 
  • Improve your communication points. 

Remember that being omnichannel is not about focusing only on improving your digital touchpoints, but thinking about the buying journey as something that happens both offline and online. 

Re-think The Way Of doing Marketing

We know that working with newer and younger audiences is a whole new word. Marketers should stay open-minded to connect with the behavior of incoming generations. 

If Gen Z doesn’t buy traditional Marketing, you have to look for different channels so that you can connect with them. For example, you can take a look at rising social platforms like Discord and TikTok to grow your awareness. Also, don’t forget about your online reputation since they are now more skeptical before buying anything.  

Business and Marketing are constantly changing, but what stays the same is the will power of adapting and keeping yourself updated. 

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