Tired of the stresses of the digital world, Gen Zers often visit brick-and-mortar stores to unwind.
Gen Z consumers aged 14 to 24 prefer to shop in brick-and-mortar stores rather than online, according to a survey conducted by analytics firm AT Kearney. This was reported by 81% respondents. 73% also stated that they enjoy finding new products in stores. 58% cited the desire to disconnect from social networks and the digital world more often as the main reason for this. That is, for them, shopping becomes something like “retail therapy”.
The survey, which took 1,500 people belonging to four different generations, also showed that representatives of generation Z purchase health products more than others. So, 46% Gen Z reported concern about their health, while this figure was 38% among millennials. Generation Z is also paying more attention to being more environmentally and socially conscious. However, only 38% of them are willing to overpay for it.
From all this, we can conclude that Gen Z can be a godsend for ordinary stores. Predictions that online sales could finally replace brick-and-mortar sales seem to have turned out to be wrong. It is likely that tired of the digital world, young people will pay more and more attention to the real world. And this gives new opportunities to offline stores.
But the study also showed how important it is for retailers to improve the quality of service if they want to attract representatives of generation Z. For example, 22% of them said that over the past year they refused to make a purchase online 3-5 times due to negative experience. In ordinary stores, this figure is 24%. For millennial comparison, those numbers are 15% and 21%, respectively.