In a world where ecommerce and online shopping are more popular than ever, it may come as a surprise that 92% of Zillennials prefer to shop in-store. They are the oldest among Gen Z, the term coined for our digital natives. The 1990-2000 generation may have been raised with tech, but the recent study by payment company, PYMNTS, reveals that these guys value the in-store shopping experience more than we might think.
The question is, why?
In-Store Shopping feels like a treasure hunt to Gen Z
A separate study revealed shopping at large stores felt like a treasure hunt to Gen Z. Budget isn't the motivator, the adventure is. TikTok is littered with individuals hunting down cheaper versions of designer items. #LuxForLess
Another suggested reason is the social aspect of shopping in-store. Zillennials, like many other generations, enjoy shopping with friends and family. They see shopping as a social activity, and a way to share interests.
Another reason why Zillennials prefer to shop in-store is the sensory experience. Here in Melbourne for one, we were locked down for multiple years and getting out still feels novel for some of us. In-store shopping allows customers to touch, feel, and try on products before making a purchase. This tactile experience is something that is seldom yet replicated online.
In addition, shopping in-store allows Zillennials to escape the digital world and disconnect from their screens. Shopping in-store can be a welcome break from the constant notifications, messages, and distractions that come with living in a digitally connected world.
Despite the research highlighting that Zillennials prefer to shop in-store, they are still driving the demand for integrated customer experience. Businesses need to have a strong online presence in order to cater to the needs of this generation.
So what does this mean for businesses?
It means that your in-store experience shouldn't be neglected for your online one. Think of each as an integrated customer experience. Include interactive displays, events, and create omnichannel touchpoints that allow customers to engage, connect and share. By doing so, businesses can tap into the preferences of this generation and create a loyal customer base that values the in-store experience.
Need help integrating your marketing channels into a cohesive experience? You may be interested in mapping your brand's customer journey.