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Some Things You Need to Know About Gen Z Shoppers
Many brands genuinely struggle to reach and influence Gen Z shoppers. A segment that’s infamous for its selective, ethical and all-round sceptical nature, it’s not easy to earn the trust and respect of younger shoppers.
But this is exactly where a little in-depth research into real-world buying habits can go a long way. And perhaps accepting that some of the assumptions commonly made about Gen Z buyers could actually be way off the mark.
To put it into context, here are three things you might now know about Gen Z shoppers, but need to:
1. They Discover Products Online, But Buy Them In-Store
It’s common knowledge that Gen Z is the demographic most likely to both research and discover products on social media (around 51%). But what’s less widely known is that they also prefer purchasing products in-store than shopping online.
So, while they’re doing their product research and discovery only, they’re actually heading to physical stores to convert.
As for why, the reasoning is pretty simple – Gen Z doesn’t want to sit at home all day. Your whole life is only, you were stuck indoors throughout the pandemic, and you want an excuse to escape those four walls.
2. They’re Savvy and Informed Shoppers
Gen Z is also the generation that’s most likely of all to conduct extensive research across multiple sources, before even considering making a purchase. Which also ties in with their preference for physical store purchases, as they prefer to see, feel and evaluate products in person, rather than buying them online.
This reflects the life stage of Gen Z, and the fact that they have comparatively limited spending power. The less money a buyer has, the more likely they are to pursue better value, and avoid ‘taking risks’ on online purchases.
But research suggests that even as their spending power grows later in life, the habits instilled in their younger years will continue long-term among Gen Z buyers.
3. They’re More Likely To Trust Their Phones
Gen Z’s hybrid approach to shopping continues right up until the point of purchase. Even if you've convinced them to come check you out in person, that doesn't mean they're ready to trust what you have to say.
Instead, they’re the target group that’s most likely to reach for a smartphone, and look for further verification. Rather than speaking to an assistant or reading in-store product descriptions, they’ll check out online reviews, star ratings, and so on.
On the financial side, they’re also more likely than any other group to use their devices in-store to see if they can get a better deal elsewhere. And if they can, they will. Which suggests that while the in-store customer experience you provide counts for a lot, it’s still quality and pricing that matter most to Gen Z.