Less than 36% of consumers under 40 prefer to visit retail stores, compared to more than two-thirds of shoppers aged 57 and older, showing the need for retailers to get their digital strategies right for their younger customers, according to research from customer engagement platform Verint.
While younger generations don’t particularly want to do their shopping directly within stores, they do value being able to click-and-collect goods, with 51% of Gen Z consumers collect in-store or via curbside pick-up.
The research also revealed that Gen Z and Millennials tend to have more complex purchase journeys than their older counterparts, with more than 75% using at least one other digital source – such as ratings websites, influencers, and social media – to help inform their purchasing decision.
In fact, for Gen Z consumers, ‘digital experience’ is ranked second only to price as the biggest driver of their satisfaction. On the other hand, older generations place greater importance on appeal, quality, and variety of merchandise.
As a result of this value on digital experiences, Gen Z and Millennial shoppers have higher expectations for their digital experiences. 44% of Gen Z consumers and 43% of Millennials feel they are expending more effect than expected to complete online interactions with retailers.
“Since Gen Z is the age group most likely to use digital solutions for some, or all, of their purchases, retailers need to ensure their digital experience provides a wide range of suitable products, with seamless purchase processes, to stand the best chance of retaining their business,” said Jenni Palocsik, Vice President, Marketing Insights, Experience and Enablement at Verint.
“Gen Z are by no means the only demographic that brands should focus on to adapt and enhance the customer journey, but since they are most likely to engage digitally, seamless experiences are the biggest drivers of better CSAT, NPS and repeat business.
“Connecting every customer touchpoint and surfacing information from traditionally siloed departments can drive decisions for improved customer experience. By collecting regular feedback around factors such as merchandise, pricing and loyalty programs, retailers can continually enhance and improve shopping experiences.”