Retail managers like you know better than anyone that while the retail landscape is constantly evolving, there’s one generation in particular that’s steering the wheel of change: Gen Z. Known for their tech-savviness and demand for efficiency, Gen Z is actively transforming what makes up the “ideal” shopping experience.
But in order to meet Gen Z’s shopping expectations, retailers first need to understand what Gen Z is looking for. And when it comes to understanding the different generations, Gen Z is one of the most unique generations yet. So, the question is, how can retail managers like you improve the shopping experience for Gen Z?
In honor of Gen Z’s taste for convenient and immediate access to information, we’ve put together this handy list of retail tips. With this list in your pocket, you can refine your business’s customer experience to align with Gen Z’s consumer preferences for shopping both online and in-store.
Prioritize the Mobile Experience
It’s no secret that Gen Z spends most of their everyday lives on their phones — and this means that they need to have access to a smooth mobile shopping experience. This experience spans your business’s mobile app and your business’s website.
Make sure that your website supports and is optimized for mobile access, and be sure to offer a mobile app that your shoppers can download right onto their phones. Both your website and app should be user-friendly and provide straightforward, intuitive navigation.
In addition, it’s essential to recognize that your business’s mobile experience also serves as a bridge between online shopping and in-store shopping experiences. Invest in real-time inventory tracking, buy online pick up in-store (BOPIS) services, and curbside pickup to ensure Gen Z has access to consistently seamless shopping experiences.
Provide Fast Facts
Growing up with the internet at their fingertips, Gen Z is used to finding information in record time. And while they’re fast researchers, their speed doesn’t make Gen Z any less thorough when looking for answers. Accordingly, make sure that your app and website provide detailed product information and pricing details — all the information that shoppers can access when they pick up the product in-store.
Furthermore, it’s best to provide clear, upfront shipping information and access to customer reviews to reduce cart abandonment rates. Remember, if Gen Z can’t find what they’re looking for, they’ll go someplace instead. Keeping them on your page or in your app significantly boosts the likelihood of completing a sale.
Opt for Clear Categories and Labels
Have you ever been in one of those grocery stores that doesn’t identify what’s in each aisle? Shoppers get stuck going down every aisle just to find a box of cereal or jar of sauce — and for Gen Z, this is the ultimate time-sucking nightmare.
Make your store a favorite with Gen Z by clearly labeling the different sections of your store, as well as what shoppers will find in each aisle. This will make it easier to cross items off shopping lists, conveniently streamlining and improving Gen Z’s shopping experiences.
However, this isn’t an issue limited to in-store shopping; it can happen online, too. Thus, be sure to clearly indicate the different categories and sub-categories of your online store. Integrate tags to support further categorization and provide filters to allow Gen Z to sort products as desired.
Support Autonomous Shopping
Gen Zers are known for their aptitude for technology and skill in figuring things out on their own. Thus, it’s no surprise that the majority of the generation prefers self-checkout kiosks over traditional cashier-led checkouts. Not only do retailers with self-checkouts offer faster and more convenient checkouts, but they also empower shoppers to handle and bag their purchases themselves.
In addition to providing self-checkout kiosks, you can provide Gen Z with more seamless shopping experiences by featuring price scanners around your store. With their strong preference for communicating via digital channels, this reduces the chance a Gen Z shopper will have to ask an employee how much something costs. Ensuring shoppers have access to the tools that allow them to conveniently get in and out of your store will set your store apart. After all, Gen Z loves an autonomous shopping experience!
The Key to Gen Z
Successfully meeting Gen Z’s consumer preferences requires an eye for shopper convenience and autonomy in both the online and in-store setting. While Gen Z might seem like a dizzying kaleidoscope of individuals, you don’t have to “get” Gen Z to leverage their shopping preferences.
With these tips in hand, retail managers like you can ensure your business provides shopping experiences that resonate with Gen Z and keep them coming back for more.