Voice-ordering technologies, curated subscription offers and automated replenishment services are among the key areas found to be the most popular with digitally native Gen Z shoppers.
Generation Z shoppers, defined as those under the age of 20, were revealed to be open to experimental technologies and are heavily influenced by social media when it comes to their shopping habits, new research from consultancy company Accenture has revealed.
The research, which surveyed 10,000 millennial and Gen Z consumers across 13 countries, including 750 in the UK. Of those surveyed in UK, 52% said that they were either already using, or would be willing to try, voice-activated ordering through services such as the Amazon Echo or Siri. The survey also found that 66% of Gen Z shoppers would be likely to use automatic replenishment services – 61% said they are likely to shift at least half of their purchases to retailers offering this service.
This appetite for on-demand deliveries also showed in an interest in curated subscription offers, such as Trunkclub or Birchbox (a beauty subscription service) – 76% of those surveyed actively wanted this service from fashion brands and retailers.
Social media was also shown to be emerging as a shopping platform in its own right – 68% said they are interested in purchasing via social media directly, and 40% have increased their use of social media to decide on purchases in the last year
Despite this openness to new technologies, the survey also found that for Gen Zers, in-store experience was still core to shopping habits: 60% of UK Gen Z shoppers prefer to shop in store.
“The true channel for tomorrow is neither the store nor online, but the consumer,” said Jill Ross, managing director in Accenture’s Customer & Channels Practice for Retail. “Retailers will need to rethink the use of the various touchpoints – online, mobile, stores, social media, marketing and loyalty schemes – to entice brand affection from the Gen Z shopper.
“Stores will need to be a part of this new reality by moving into the digital and ultimately virtual world – to become a showcase for discovery and engagement for the brand, offering rich, dynamic interactions that turn the store into something to be remembered.”