450. Shock ! Teenagers actually like shopping (especially in pop up stores)
But research suggests that Gen Z presents a new challenge to retailers…
Another re-post of an earlier pUsM article. This one first appeared at popUPshops Melbourne in November 2017. Those kids are still looking for engagement when (if) they go shopping…
“A new study, released by IBM and the National Retail Federation, polled more than 15,000 consumers between the ages of 13 and 21 from 16 different countries, and found that despite being the first ’digitally native’ generation, 67 percent of Gen Z-ers shop in-store most of the time. What’s more, another 31 percent occasionally buy from brick-and-mortar stores, which means that a whopping 98 percent of the new generation still appreciates shopping IRL.”* Okay, let’s translate some of this article from Racked.com (Gen Z shopping habits)
Gen Z is the generation born between the mid 1990’s and 2000’s… many are now fully-fledged teenagers (or older) – and you’d assume they’re ready (and keen ?) to shop. IRL is internet slang, of course, for In Real Life.
But the research also suggests that Gen Z is bored with any kind of shopping, even “on-line”. It seems a massive 74% will spend their free time on-line – but only 17% spend that time browsing and shopping. They prefer to interact with social media and games, watch Netflix or study (!)
And when they are in the mood to shop…“Over half of the participants polled pointed out that they want stores to offer fun, engaging experiences so the shopping experience doesn’t feel stale. They also don’t have much brand loyalty; 52 percent said they’d switch from one brand to another if quality dipped”*
That’s why Gen Z presents a new challenge to retailers… this new generation wants to be entertained while shopping, and they want to share it with their friends (real and on-line) The Racked.com article goes on to comment “That likely explains the current domination of fast fashion brands like Zara and H&M, where styles and store layouts are constantly changing, as well as the success of pop-up shops. The one recently hosted by Kylie Cosmetics is a perfect example of an activation that motivated thousands of Gen Z-ers to flock to the mall – even though the brand is shoppable online”*
I guess that’s where pop up shops can play a greater role… providing new (exciting, relevant and “sharable”) experiences to bring younger generations back to the traditional shopping strips and malls. And the more there is to share (anecdotes, images, internet slang words…) the better their experience !
*source : Racked.com (Gen Z shopping habits)
image : teenagers shopping – Google Images – communitytable.parade.com
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