Winter 2019 - 150

RETAIL OPERATIONS
BACK TO BASICS
Why young
customers
love physical
stores
BY JASMINE GLASHEEN
Contributing Writer
I
n the coming years, the combined population of
the millennial and Generation Z demographics -
essentially people 40 and under - will make up
more than half of the United States. In 2019, Gift Shop will
present a series of articles looking at the shopping traits
of those generations and how brick-and-mortar retailers
can market to them and, more importantly, create an
in-store shopping experience that will keep them coming
back. Here is part I:
Brick-and-mortar is back in vogue and young
consumers are leading the charge in the resurrection of
physical retail. A hefty 98 percent of Gen Z customers
make most of their purchases in physical stores and there
is an obvious appeal to shopping for special event products
in person. While a lack of access to credit cards may be
a contributing factor to Gen Z's preference for brickand-mortar,
their millennial predecessors can use all the
plastic they want when making purchases and 72 percent
of them still prefer to do their shopping in physical stores.
150 WINTER 2019
So, what's the big pull of brick-and-mortar retail, and
why are physical stores so alluring for millennial and Gen
Z customers? Let's take a look.
THE ADDED APPEAL OF 'TRY BEFORE YOU BUY'
There are certain things intelligent smartphone apps
still can't do. Customers have to visit a physical store to
see how cosmetics will react on their skin, what a costume
will look like with their boots and hat from home, how
the fabric of a garment fits their body, or just to have an
in-person sensory experience with a brand. Maybe this is
why in today's era of tech and disruption, 77 percent of
Gen Z customers would rather make a purchase in-store.
In addition, Gen Z is more likely to engage with store
associates that any other generation. Forbes reported,
" Despite being perpetually on their smartphone, Gen
Z shoppers are more likely to ask for help in a store.
Twenty-eight percent of them would ask for help, versus
just 21 percent across all other generations. "

Winter 2019

Table of Contents for the Digital Edition of Winter 2019

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