Here's what Gen Z wants from retailers

Gina Acosta
Executive Editor
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About 56% of Gen Z shoppers say that a fun in-store experience influences who they buy from

Gen Z consumers have expectations of retailers that are governed by their usage and attitudes toward technology and what customization means for them.

“What do Gen Z shoppers really want,” the third and final installment of a global study co-sponsored by the IBM Institute of Business Value and the National Retail Federation, examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them.

The study, based on a global survey of 15,600 Gen Zers between the ages of 13 and 21, details Gen Z’s expectations for the retail environment, including:

Consistent delivery of retail essentials
Product choice, availability and the ability to seamlessly move across channels are all important to Gen Z in deciding where to shop. But experience is also key: 56% say that a fun in-store experience influences who they buy from.

Technology that provides value and convenience
47% use their smartphones while shopping in a store. They’re primarily comparison shopping, but they’re also asking family and friends for advice and sharing photos of the products they might buy. Half are interested in tools that let them try out products while shopping (54%), such as magic mirrors, or that let them customize products (48%).

Individualized shopping experiences
Building off of a finding from the second report, which found that Gen Z wants to be co-creators with brands and customized products, this report looks at how Gen Zers value rewards and offers that are tailored to their unique preferences and needs.

Read the full report here.