To attract Gen Z consumers, high-quality shopping experience is essential

Many brands are seeking to meet the needs of Generation Z consumers and build long-term loyalty among this younger audience , but brands face challenges in attracting these digitally native consumers.

A survey of more than 1,000 Generation Z consumers in the United States by digital experience management platform Sitecore found that loyalty is a particularly vulnerable issue for this group of shoppers . 80% of Generation Z are willing to try new brands, which can certainly help sellers attract more customers , but it can also lead to customer churn.

“ Gen Z has rapidly shifted its massive spending power online , putting even more pressure on sellers to sell their products, ” said Paige O’Neill, chief marketing officer at Sitecore.

Sitecore found that 63% of Gen Z consumers find online shopping more enjoyable than in-store , while 64% intend to purchase the majority of their purchases online .

O'Neill also mentioned: "Brand loyalty no longer exists , which means that sellers must be able to provide a delightful experience from browsing to delivery . "

Therefore, sellers should work hard to create a high-quality online experience for Gen Z consumers . Gen Z respondents will quickly abandon a brand if they encounter a bad experience. Among them , inventory is the most important factor. If an item is out of stock, 74% of consumers will turn to competitors. 38% of respondents also said that they would give a brand another chance before turning to competitors .

" These findings show that brands cannot ignore the power of poor digital experiences when it comes to studying Generation Z and their shopping habits , " said O'Neill. " Continuously creating personalized experiences is critical to attracting Generation Z consumers . "

In today’s retail environment , digital experiences can take many forms , and Sitecore found some consistent needs among Gen Z. For example, 71% of respondents value personalized experiences , 80% prefer sellers that can deliver items within 24 hours , and 37% of respondents rank free shipping as the most important element.

In addition, brands need to consider other factors . For example, younger shoppers are increasingly inclined to shop on mobile devices, with 26% of consumers shopping on mobile devices for the first time since COVID-19 ; 53% of respondents said it is very important for retailers to have a website that works well on mobile devices.

Generation Z

Shopping Experience

Brand Loyalty