Gen Z Prefers to Shop In-Store.

• Position: POINT OF PURCHASE - Brief article

Forty-two percent of Generation Z respondents, aged 18-22, prefer to shop in-store vs. online, highlighting the need for retailers to create a good in-store experience, suggests a survey by Profited Inc., Burlington, Mass., an analytics provider for the retail and consumer packaged goods industry. Thirty-four percent prefer to shop in-store and online equally, while 24% indicate they prefer to shop online only.

"Our survey of Gen Z shoppers found that the in-store shopping experience still plays an important role in the shopping journey, even with digital natives," says Guy Yehiav, CEO of Profited. "From price and deal shopping, to ease of returns, to interest in checking product availability, the data demonstrates that retailers should not neglect the importance of a strong in-store and online strategy."

The survey found that 46% of Gen Zers say that browsing in stores is their biggest influence to shop, and 67% indicate that the factor that most prompts them to add more items to their shopping basket is their feelings at the time...