Study Shows Gen Z Surprisingly Prefers In-Store Shopping

With all of the connected devices enabling less interaction with others, the big struggle everyone has been talking about for the last year has been the online versus brick-and-mortar shopping.

As more companies ready themselves for eCommerce-based marketing strategies, the brick-and-mortar side is also prepping for integrating more connected in-store experiences.

Euclid Analytics has found one anomaly that may turn all of this around on its head and bring the retail industry back to more traditional outreach efforts. In its Evolution of Retail, 2017 Generation Z Shopper Survey, the company looked at shopping habits for the younger post-millennial generation.

This research showed an overwhelming 66 percent of Gen Zers prefer in-store shopping, while 28 percent want to interact with store associates. This mobile-first generation uses digital efforts to research the desired product but then prefers to go to the store to touch and try out products prior to making their purchases.

The challenge for retailers will be to figure out a way to help cater to this new shopper behavior. The study also found Gen Z prefers to get in and get out when it comes to shopping pattern behavior. It showed 53 percent do not like to browse stores as 31 percent say it’s hard to locate items in the physical store. As such, it should come as no surprise that 26 percent of Gen Z is looking for retailers to provide a more tailored shopping experience.

Euclid Analytics’ CEO, Brent Franson, commented to Chain Store Age on this new shopping trend for Gen Z and what it means for retailers.

“Retailers should reach out to Generation Z at this early stage to introduce their brands and forge enduring relationships,” he said. “Our findings highlight some great opportunities for them to connect with this mobile-first population that’s still very much interested in meaningful in-store experiences. Winning their loyalty will mean getting creative about using mobile and social marketing outreach in their physical stores.”



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.

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