The retail reality of Gen Z

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

“Gen Z is the first truly mobile-first generation and are coming of age, meaning retailers need to think differently when targeting this digitally savvy set of shoppers,” according to Chris Dubreuil, Managing Director EMEA of Research Now.

At YMS 2018 (London, March 2018), an event organised by Voxburner, he outlined the key findings of a research study into Gen Z’s retail behaviour. This covered seven countries – the UK, France, Germany, Italy, Canada, Australia and the USA – with 1,000 members of Generation Z surveyed in each, but his focus was on the UK.

GenZers in the UK are more...

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