Good news for physical store retailers out there: Despite all you might’ve heard about Generation Z being an even more-digital-first group of kids than those millennials, a new report from the National Retail Federation found that they still shop in-store. The study, released on Thursday by NRF and IBM, found that nearly all (98 percent) prefer to shop in a brick-and-mortar store.
That said, NRF did warn that retailers need to focus on creating more interactive engagement around brands to help serve this “always-on” generation, which is expected to hit 2.6 billion individuals by 2020.
“Generation Z expects technology to be intuitive, relevant and engaging — their last great experience is their new expectation,” IBM General Manager of Global Consumer Industries Steve Laughlin said in a statement. “This presents a significant challenge for retailers and brands to create a personalized, interactive experience with the latest digital advances or risk falling behind. This kind of innovation is not linear or a one-time project — it is a new way of thinking, operating and behaving.”