But the truth is Gen Z isn't loyal to any one channel. In fact, a recent IBM study found that 67 percent of Gen Z shoppers actually prefer shopping at brick-and-mortar locations most of the time - and 31 percent still shop in-store "some of the time." And they're much more wary of being advertised to, so attempts to woo them over just by targeting their favorite apps isn't as easy as it sounds.

What they do expect are relevant and engaging high-quality experiences regardless of channel or touchpoint. And brands are having trouble keeping up: the same IBM report revealed that Gen Z is turned off by poor content quality and a lack of seamless digital experiences between devices. This means omnichannel campaign management is more important than ever for brands looking to stay relevant and engaged.

So what can brands do to make sure their omnichannel is up to Gen Z standards?

Create a campaign that speaks to them

Gen Z shoppers have more options than ever, and they know how to get what they want when they want it — whether in-store, on the website or through their mobile device. With that in mind, it’s critical for brands to develop targeted omnichannel campaigns that meet the expectations of a younger, more digitally immersed cohort.

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