Executive Briefings

Close Brick-and-Mortar Stores? No Way, Say Younger Shoppers

Shoppers, particularly younger ones, believe it's important for retailers to have a physical store, and they expect that store to make a good first impression.

Close Brick-and-Mortar Stores? No Way, Say Younger Shoppers

Close to 74 percent of Generation Z and Millennials think think brands should have a physical location instead of only selling online, according to a new study by iModerate.

And the younger the shopper, the more this matters: 80 percent of Gen Z respondents and 82 percent of millennials want brick and mortar, compared to 69 percent of Gen X and 65 percent of baby boomers.

These shoppers consider product interaction to be critical to making a purchase, particularly for apparel, shoes and cosmetics, according to the report.

"One of brick-and-mortar's greatest advantages over other channels is that there's an opportunity for shoppers to interact with products, and that gives them the confidence they need to make a purchase," said Adam Rossow, iModerate chief marketing officer.

But the optimal in-store experience varies by generation. Gen X is looking for an escape from their busy lives and they appreciate a calm environment. Gen Z respondents want a sensory experience and to try products in stores. Millennials want quality and efficiency and are likely to favor big-box stores, while Boomers are increasingly on fixed or limited incomes and pay attention to prices. These shoppers are likely to avoid online orders with shipping costs.

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Close to 74 percent of Generation Z and Millennials think think brands should have a physical location instead of only selling online, according to a new study by iModerate.

And the younger the shopper, the more this matters: 80 percent of Gen Z respondents and 82 percent of millennials want brick and mortar, compared to 69 percent of Gen X and 65 percent of baby boomers.

These shoppers consider product interaction to be critical to making a purchase, particularly for apparel, shoes and cosmetics, according to the report.

"One of brick-and-mortar's greatest advantages over other channels is that there's an opportunity for shoppers to interact with products, and that gives them the confidence they need to make a purchase," said Adam Rossow, iModerate chief marketing officer.

But the optimal in-store experience varies by generation. Gen X is looking for an escape from their busy lives and they appreciate a calm environment. Gen Z respondents want a sensory experience and to try products in stores. Millennials want quality and efficiency and are likely to favor big-box stores, while Boomers are increasingly on fixed or limited incomes and pay attention to prices. These shoppers are likely to avoid online orders with shipping costs.

Read Full Article

Close Brick-and-Mortar Stores? No Way, Say Younger Shoppers