Influencers propel Gen Z to shop in-store
What this means: Social media has evolved from a purely marketing tool in the retail industry to a true shopping platform that is as important as e-commerce, particularly for younger consumers. Beyond social selling, social media creators and influencers hold a lot of power with Gen Z shoppers and many are driving the adoption of retail trends. Retailers and brands need to think differently about these channels and marketing strategies as they’re likely to be a future mainstay of retail.

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