Dive Brief:
- Digitally native Gen Z consumers are just as likely to shop online for apparel as they are in store, according to a survey of more than 2,000 consumers by ChangeUp. But nearly half of Gen Z say poor in-store apparel shopping experiences drive them to want to shop online.
- Half of Gen Z respondents say they find in-store shopping stressful, while 2 in 5 feel overwhelmed by too many choices in-store. Another 2 in 5 say that brick-and-mortar retail has not evolved to meet their changing expectations.
- Gen Z is also the generation most willing to pay more for great in-store CX; 80% would pay more for a relaxing atmosphere or faster checkout, compared to about 60% of shoppers overall, according to the survey.
Dive Insight:
Ensuring stores are well organized, with speedy checkout and comfortable navigation, can help apparel brands meet the needs of shoppers of every generation, not just younger customers.
“Stores must become spaces that build trust and spark emotional connection, roles digital alone can’t fully deliver,” Bill Chidley, co-founder and executive director of strategy at ChangeUp, said in an email. “And trust is earned through design, curation and inclusivity. The opportunity is to design for behavior, not just age.”
Gen Z shares its core desires for store experiences with Baby Boomers, according to Chidley. Both primarily want a relaxed environment with fast and easy checkout.
Less than 2 in 5 Baby Boomers feel confident while shopping in-store, the lowest of any generation, according to the survey. Only one-third of Baby Boomers say retailers’ stores are good at inspiring them.
Boomers don’t want stores that require them to bring out their phones to make the most of the experience, according to Chidley. They may value inspiration, but they ultimately want to shop without undue friction or confusion.
“The sweet spot across generations is an environment that’s emotionally engaging and easy to navigate,” Chidley said in an email. “A well-executed in-store journey can energize Gen Z, while also offering older generations the inspiration and simplicity they value.”
A well-curated customer journey can assist with millennials as well. Millennials have little patience for messy, slow or confusing store experiences, and they appreciate when shopping spaces appear aligned with their lifestyle, according to Chidley.
“This generation is clear-eyed: they know what they like, they know their worth, and they’re willing to pay for a better experience,” Chidley said. “But ‘better’ doesn’t mean luxury — it means thoughtfulness. Is the store easy to shop? Is the staff helpful without hovering? Are the brand values reflected in the space?”
Getting the experience right for millennials can pay off — 7 in 10 members of the generation say the in-store experience influences which stores they choose to shop.
