Shopping Shift for Gen Z

Gen Z: 83% prefers face-to-face communication

Power Reviews posted an interesting article about shopping, research and the purchasing behavior of those 34 and younger. While they break out Centennials as ages 13-18 and Millennials as ages 19-34, GenZGuru looks at Gen Z as anyone born after 1995 (21 and under).

The article reveals a potential shift back to in-store shopping, as opposed to online. Gen Z wants to see their product in person before making a purchase. And this shift is not surprising. One reason is, according to research from our GenZGuru study, 83% of Gen Z prefers face-to-face communication. They also want to talk with someone knowledgeable about a product for a trusted review instead of depend on a critique posted by a random person. Some businesses are catching on to this trend. Even Amazon is looking at opening brick-and-mortar locations.

Although face-to-face communication is a preference of Gen Z, online reviews are still a well-used source for product information. The Power Reviews survey revealed that 70% of shoppers want access to product ratings and reviews while shopping in-store. But it’s going to take more than that.

The two key things retailers need to do to target Gen Z is provide honest reviews and convenience.

  1. Honesty - If a Gen Zer decides to shop online, it is very important to have easy access to product reviews and ratings. One bad buying experience could mean the end of online shopping for a certain individual. And shoppers will quickly discontinue buying from a retailer if they feel they got a dishonest review.

  2. Convenience - The main reason someone is likely to shop online is because they don’t feel like going to the store. But at the same time, who wants to wait around for their product to come in the mail? Even online retailers are upping the ante. Companies like Amazon now offer Amazon Prime Now which will bring a customer their products within 6-8 hours of ordering. This includes certain clothing items, food and everyday necessities. This type of convenience works for Gen Z, and it works for their wallets too.

To learn more about Generation Z in our new book, Gen Z @ Work, click here.