Executive Briefings

Here Are Seven Ways Retailers Can Target Generation Z

Many say retail is changing, or that it's evolving too fast for retailers to keep up. But this is just a pixel of the digital transformation picture. The hard truth is shoppers are changing and Generation Z (everyone born after 1995) is giving us a glimpse into the near future of the retail revolution.

Of course, responding to the technology laden desires of post-Millennial shoppers requires understanding them, which can be especially difficult for retail brands that weren’t born online. Yet tapping into this shopper set is undeniably important. Gen Z represents more than a quarter of the U.S. population and has an annual U.S. purchasing power of $44bn, according to Think With Google's report "Generation Z: New Insights Into the Mobile-First Mindset of Teens."

To help target the next wave of shoppers, which are already here, RIS News has put together this list of seven retail technology tips to help retailers engage and connect with this important consumer segment.

Push the Tech Envelope

Gen Z shoppers are looking for more innovation, more disruption, more next-gen retailing. RIS News' soon-to-be-released "Shopper Insight 360" research report finds retailers are not pushing the inno­vation envelope hard enough.

A majority of Gen Z shoppers want grab-and-go stores (55 percent), virtual try-on for clothing and glasses (46 percent), in­teractive shoppable screens (50 percent), home delivery by Uber-like services (45 percent), order-only stores where products are only shipped to your home (41 percent), and in-home product order buttons (42 percent). And look to the sky, 39 percent want drone delivery, compared to just 26 percent of all shoppers.

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Of course, responding to the technology laden desires of post-Millennial shoppers requires understanding them, which can be especially difficult for retail brands that weren’t born online. Yet tapping into this shopper set is undeniably important. Gen Z represents more than a quarter of the U.S. population and has an annual U.S. purchasing power of $44bn, according to Think With Google's report "Generation Z: New Insights Into the Mobile-First Mindset of Teens."

To help target the next wave of shoppers, which are already here, RIS News has put together this list of seven retail technology tips to help retailers engage and connect with this important consumer segment.

Push the Tech Envelope

Gen Z shoppers are looking for more innovation, more disruption, more next-gen retailing. RIS News' soon-to-be-released "Shopper Insight 360" research report finds retailers are not pushing the inno­vation envelope hard enough.

A majority of Gen Z shoppers want grab-and-go stores (55 percent), virtual try-on for clothing and glasses (46 percent), in­teractive shoppable screens (50 percent), home delivery by Uber-like services (45 percent), order-only stores where products are only shipped to your home (41 percent), and in-home product order buttons (42 percent). And look to the sky, 39 percent want drone delivery, compared to just 26 percent of all shoppers.

Read Full Article