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Ecommerce

76 percent of Gen Z shoppers prefer to shop in-store rather than online

Monday 24 September 2018 | 02:33 PM CET

Profitect’s new survey, conducted on more than 1,000 Gen Z shoppers from the US aged 18-22, has indicated that 42% of respondents prefer to shop in-store.

The study highlights the need for retailers to create a good in-store experience, with a further 34% of the shoppers who participated in the study preferring to shop in-store and online equally. Only 23% indicated they prefer to shop online only.

67% of respondents indicated that the factor that mostly prompts them to add more items to their shopping basket is their feelings at the time. Moreover, 40% of respondents considered in-store displays influence them to add items to their basket. When asked what holds the most influence on choosing to shop at a particular store over another, 48% of Gen Z respondents selected convenient location.

Half of Gen Z respondents reported that they would stop shopping at their favourite retailer if they were constantly out of stock on desired items. Product availability is an important factor for Gen Z shoppers, with 60% of them checking a store’s in-store inventory availability online before making a purchase.

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