Generation Z, i.e. people born after 1995, is steadily increasing its purchasing power, becoming an important group for some manufacturers. So how do you adapt your shop design to meet the needs of this generation?
Generation Z is seen as more spontaneous and more likely to buy on impulse than previous generations. The values behind a brand are as important to Gen Z as the products themselves.
Gen Z is heavily influenced by social media. This generation follows influencers and brands and are open to trying new products and trends.
Contrary to what you might think, Generation Z is an age group that prefers to shop in physical shops. Marketplace Faire, with the help of Wakefield Research, conducted a study called ‘How Gen Z Shops’, in which 1,000 18- to 26-year-olds from the US were asked about their shopping habits – a staggering 47% said they prefer to do shopping in a physical shop rather than online. At the same time, Generation Z, before visiting a stationary shop, often starts their shopping journey online, browsing products, reading reviews and comparing prices.
What solutions should be implemented in a physical store to meet Generation Z’s expectations?
Generation Z grew up with modern technology and expects to encounter it in-store. It’s worth considering installing interactive screens that allow customers to browse products or scan QR codes for additional information.
2. Photo spots
Generation Z loves sharing their experiences on social media and is always looking for spots to take photos or record videos. By creating designated areas in your store, you’ll not only meet their expectations but also gain free promotion through social media posts.
3. Relaxation and interaction zones
Generation Z values authenticity and interaction. Create spaces in your store where customers can relax and socialise.
4. Focus on sustainability
Generation Z is more environmentally conscious than previous generations and values sustainable solutions. Use eco-friendly materials and engage in sustainable initiatives.
Adapting a brick-and-mortar store to meet Generation Z’s needs requires understanding their expectations: the use of modern technology, eco-friendly solutions, personalization, and interactivity. This generation seeks not only products but also authentic experiences and values. A store that meets these needs will earn the loyalty and attention of young consumers.
10.10.2024
Shops in the prestigious Galeries Lafayette department store in Strasbourg and Printemps in Rennes are the latest Ergo Store projects for the Dockers brand in France.
