As crazy as it sounds, Gen Zers have an affinity for in-store shopping. Crazy, right? Here’s a great article from Marketing Land’s David Sutija that looks at brick-and-mortar’s future, through the lens of Millenials and Gen Zers. Sutija covers the basics, including experiential marketing practices that tie into the experience economy.
What I’m hearing and reading is that Gen Zers look at shopping from a completely different, 180 degree perspective from older generations: in-store shopping is just online shopping writ large and come to life. While older generations love the convenience of shopping from their living room, Zers want to touch and feel and hold it in their hands.
But Zers want more than just touch and feel. They want to demo, they want to ‘take it for a test drive’ – interactive displays mirroring the experience of augmented reality gaming – that’s where the bleeding edge of experiential retailing is heading.
One final concept I’ve been reading about, which coincidentally dovetails into luxe retailing – Zers are looking for a more personalized experience with the products they shop for. While there are apps that can be manipulated to track individual preferences, I think in the long run privacy concerns will become an ever greater constraint on those ‘tools’. A personalized experience is more about the look and feel of your store, how you approach each shopper as an individual, and how to tailor purchases to add that personal touch. Think Tiffany’s, Jaguar, etc.
How to provide an individualized shopping experience for your retail specialty, that delivers direct value and is tailored to the individual, is the $64K question. Creating The Experience is uniquely challenging, but when accomplished, has tremendous upside value for the long run.