It’s been a tough decade for brick-and-mortar stores, but Boston Metro retailers have a new trend in their favor. According to research by A.T. Kearney, young adults, Gen Z in particular, have a preference for shopping in person. A recent survey found that 81% of young adults prefer to shop in brick-and-mortar stores, despite being the most Internet-connected generation in history.
In fact, Gen Z shoppers seek in-person store experiences in order to disconnect from social media and the online world. These young adults have turned to shopping in stores as a form of stress relief and recreation. They also prefer in-person shopping for the opportunity to discover new products.
However, young shoppers also have high expectations when it comes to the in-store service experience. Convenience and courtesy count. About 21% of surveyed Gen Z shoppers reported canceling a transaction because of a service problem, including delays in checkout, product pricing discrepancies or other issues.
Overall, the findings present good news for Boston Metro retailers. The array of quality colleges and universities in our area draw a steady influx of young adults. Retailers who find ways to attract and retain these young shoppers will be well-positioned for the future. A focus on attentive service, efficiency, and new product offerings should be part of the strategy.
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