Generation Z: We need your help

Generation Z and brick-and-mortar retail: How both benefit from each otherRetail is in a constant state of flux, currently because the boundaries between online and offline are becoming increasingly blurred. Today's customers want to connect with retailers 24/7 - wherever they are and through whatever channel is available to them. Customers today are so-called omnishoppers: they use their smartphone to buy a specific product while they are currently in the store. This is especially true for the so-called "Generation Z".Generation Z? Who is that again?Generation Z (Gen Z) follows the Millennials and includes those born between 1994 and 2002. Gen Z is not just a fashion buzzword, but an important target group. They make up around ten percent of the population and are particularly keen shoppers. The shoppers of this generation are also open to new retailers and retail concepts and are only just forming their brand preferences. For brick-and-mortar retailers, therefore, Generation Z has to be in the stores. This is not impossible, because they have a connection to stationary retail, as the Generation Z Report from Criteo occupied.What does Generation Z think of stationary retail?The report shows: Quite a lot. 68 percent of their representatives rely on stationary retail to find out what's hot at the moment. 80 percent like to browse in stores when they have time. In addition, 76 percent of those surveyed like to try things out before they buy - brick-and-mortar retail is ideal for this.At the same time, Generation Z places high demands on retailers: prerequisites for visiting stores include a convincing store design, unique products and better opportunities to try out the products.It all sounds great, but how can retailers inspire and reach Gen Z? In addition to appealing design in the stores, suitable displays, or trial and error, the magic word is omnichannel marketing. Generation Z often obtains information online and then buys locally. Omnichannel marketing aims to offer shoppers a consistent, personalized shopping experience across all channels and devices: on PCs or mobile devices, online or offline - at all touchpoints of the customer journey. Omnichannel focuses on the shopper. The essential goal here is to make the shopping experience as simple as possible. This requires consistent communication and interaction, regardless of how and where the shopper is interacting with the retailer. In this way, Generation Z can be inspired online and then convinced to make a purchase in-store - or, conversely, can be resupplied online after a visit to the store.Conclusion Brick-and-mortar retail can inspire and capture Gen Z - but this requires a consistent shopping experience both online and offline. The key to this is omnichannel marketing. Close integration across devices, channels, offline and online can help brick-and-mortar retailers win over a shopping generation with a strong purchasing power.About CriteoCriteo (NASDAQ: CRTO) is an open advertising platform, an ecosystem that drives neutrality, transparency, and participation. 2,700 Criteo employees work with over 18,000 customers and thousands of publishers worldwide to deliver effective advertising across all channels. To do this, Criteo combines advanced machine learning with unique data sets. Criteo provides companies of all sizes with the technology they need to know and serve their customers better. More information