What:  Gen Z is the youngest generation born in 1995 or later, the way they build relationships with brands, and their shopping habits are different than any other generation that brands have had experienced before.

Why it is important:  Gen Z have grown up in a digital world where the lines between their physical and virtual lives have blurred, so in order to keep Gen Z’s attention and their loyalty, brands must learn to embed themselves in the lives of Gen Z.

Gen Zers differ from previous generations in how they expect experiences to be delivered. They want:

• Consistent delivery of retail essentials. Gen Zers expect accurate inventory information, good value for their money and a wide assortment of choices when shopping.
• Technology that provides value and convenience. Gen Zers appreciate innovation, but only if it can remove tension and empower them to engage with the brand on their terms.
• Individualized shopping experiences. Gen Zers want direct value that is tailored to them individually and the ability to co-create an experience that is uniquely their own.

Some companies’ social media apps are evolving into digital lifestyle platforms. Furthermore, investing in technologies that can deliver the fundamentals Gen Zers expect such as using robotics and AI to remove tension offer independent services, fix issues, and implement speedy resolutions.

Retailers should enable the store to be more intelligent and analyze consumer shopping behaviors to provide unique promotions and offers. Sensory devices that broaden the mobile and digital experiences can be added for convenience. Unique experiences should make customers want to come back for more.

What do Gen Z shoppers really want