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BizReport : Ecommerce archives : November 25, 2016


Survey reveals influence of in-store displays on Gen Z

While Generation Z are digitally-savvy, they still enjoy going out on a shopping trip and retailers can use displays to entice them, according to new research from shopper research agency, Shoppercentric.

by Helen Leggatt


The Internet and mobile devices play a huge role in the lives of the youngest consumers, but Generation Z (ages 15-24) are still open to influence by retailers. In fact, more than half (54%) of Generation Z said they enjoy spending time shopping with friends and family, and consider it fun, compared to 44% of adult shoppers overall. They shop (instore/online) at least seven times a month (rising to eight times a month among males).

While 53% of Generation Z said that using their mobile device in-store allows them to access better product information (compared to 38% of older shoppers), in-store displays remain an influential part of their shopping experience. Shoppercentric's research found that Generation Z are twice as likely as other shoppers to cite product displays as an important part of their in-store shopping experience and half (49%) agree such displays provide them with ideas (compared to 41% of shoppers overall).

"Generation Z are a fascinating section of the shopper population. They've grown up in a truly connected world and are starting to access the kind of money that means they can flex their spending power," says Danielle Pinnington, Shoppercentric managing director.

"A lot has already been written about who they are as consumers, but there's been no particular focus for those interested in shoppers. We wanted to take a closer look at what their expectations and needs are since they may not be today's big spenders, but they could give a real pointer to where the future of retail lies, if we take the time to listen to them."






Tags: Generation Z, retail, shopping survey








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