Gen Z shoppers crave store experiences

Generation Z shoppers share a love of real-world retail experience, but still turn to e-commerce, according to the latest study by Criteo, forcing brands to take on a mixed approach.

Referred to as the Instagram generation, Gen Z is defined in the study as those born between 1994 and 2002. They are said to live by visuals and expect a retail experience that is cool and aesthetic.

Retailers must improve their online experience, as well as enhance store display and design, to capture the attention of Gen Z, according to the report.

In fact, 80 percent of Gen Z-ers look forward to shopping in store when they have time, while 75 percent prefer to do as much shopping as possible online.

They also research online but buy in-store, with 34 percent engaging in Webrooming (research online, buy in-store) and 18 percent engaging in Showrooming (see it in store, buy it online).

According to the data, Gen Z also has significant spending power, which is spent both online and off. The amount the group spends across categories is strong, particularly in consumer electronics where they spend an average of $182 online and $125 offline over a six-month period.

What’s clear is that this generation is mobile-first with Gen Z clocking in 11 hours of mobile online access per week (not counting work and email), spending more time on their mobile devices than any other generation.

"Gen Z is at the forefront of the mobile commerce revolution, and represents a crucial opportunity for marketers as they develop lifelong brand loyalties," said Jonathan Opdyke, Chief Strategy Officer, Criteo.

"While specific shopping habits may vary, Gen Zers are native omnishoppers who like to visit stores but still prefer to take care of their shopping needs online. In order to deliver a personalized experience on all touchpoints, brands and retailers need to employ a data-driven approach to connect Gen Z customers with unique, on-trend products."

Gen Z shoppers crave store experiences - Criteo

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