Merchants need to appear on the platforms and in the places that Gen Z consumers want to visit, and this is the first decision companies need to make.
Some merchants may feel having an online strategy is enough, but it isn’t - especially if it’s an outdated one. This latest generation of shoppers have different expectations and want a convenient and frictionless shopping experience.
With research showing that despite Gen Z growing up digitally native, they actually prefer to shop in store for most purchases, to engage these consumers, merchants need to develop a truly omnichannel experience.
Creating a shopping experience which combines the digital and physical (AKA phygital) can be difficult but by using a combination of data analytics and mobile devices it is possible. Offering a shopping experience where Gen Z consumers can research and review products before purchasing either in-store or online is the best way to appeal to younger shoppers, as it gives consumers the ability to shop the way they want and the way that suit their needs.