STORES Magazine - May/June 2017 - 30

n

CONSUMER TRENDS

"But what they found was that Gen Z wanted
to make sure the bags were great quality and of
course cool," he says. "So now it's, 'These are
great bags, and oh, by the way, every time you
buy one, you are helping someone else.'"
ELIMINATING LINES
Stillman was in an Apple Store recently and
used an Apple Pay app to scan and pay for his
merchandise, avoiding the checkout line. As a Gen
Xer, he still felt a bit nervous walking out, as if
alarms would go off and he'd have to prove that
he had paid.
His son didn't think twice about it. There
was no thought of being "caught." The use of
technology was already too deeply ingrained.
It's an important point for the generation:
Retailers may scramble to offer in-store tech to
catch the attention of Gen Z, but the results aren't
automatic. "It has to be easy to use and very
intuitive," Stillman says. "You don't exactly get a
second chance to make a first impression when it
comes to in-store tech."
Gen Z hasn't just blurred the line between
technical and digital, Stillman says; that line has
been eliminated altogether.
It's one of the reasons retailers trying to reach
the generation must have consistency across all
touchpoints, with the ability to move fluidly
between in-store, online and mobile.
"A Gen Zer might look at a bunch of things
online, but want to touch and feel and go in-store
to buy it," he says. "Or go touch and feel and
want to think about it, then go home and buy it
online. Smart retailers will look at this not as an
online or in-store purchase, but both, because
there were multiple touchpoints."
Too often, he says, retailers still separate their
digital and physical presence; Gen Z won't
understand that notion.
Liebmann notes that by the time a shopper
comes into a physical store, they likely already
have a level of experience with and understanding
of the brand. At that point, the on-site win comes
from creating a level of personalization that
allows them to feel they're being uniquely called.
Because teens spend so much time online
already, the bricks-and-mortar experience can
be a decidedly social one - the idea of going to
a "place" with others, Liebmann says - just not
necessarily the more static-feeling mall.
GLOBAL CONNECTIONS
It's important to note that Gen Z's idea of
"social" is much more multicultural - and
30

STORES May/June 2017

accepting - than that of any previous
generation. As of 2013, the worldwide
population of Gen Z was more than
1.9 billion, or 27 percent of the global
population.
And most of that Gen Z age group lives in
developing and under-developed countries.
A 2014 study from SapientRazorfish,
"Generation Z: Rules to Reach the
Multinational Consumer," stated that as
much as 43 percent of Nigeria's population,
for example, was considered Gen Z.
As technology makes global connections
easier than ever, young consumers are
increasingly connecting with peers in other
countries, influencing them and being
influenced in return.
Instant access to other people through
social media - and instant access to
information - has played into this
generation's sense of independence. But it
also has affected its attention span and need
for constant innovation and immediacy.
"One thing we hear Gen Z accusing
other generations of is that we overthink
things," Stillman says. "Innovation, for
other generations, has been a very linear,
thought-out process with many steps. You
design it, you prototype it, you test it, you get
feedback, you redo it, maybe you do a focus
group.
"But for Gen Z, there are two steps: Think
of it. Make it. They've seen how fast things
can happen."
Technology isn't just something Gen Z uses,
Nessel says - it's part of who they are.
One other thing about who they are - and
who they're not: Nessel's experience is that
the group is more personable - and a lot
more motivated - than most others think.
This is an ambitious age group, already
creating companies and donating profits to
charities while saving money for college.
And yes, they may be hard on retailers in
the days to come. Retailers, in return, must
focus on personal connections, providing
value and offering seamless experiences.
As for those teens?
"It will be so interesting to see how they
turn out," Nessel says. "I think they're going
to be pretty successful."
Fiona Soltes, a freelancer based near Nashville, Tenn.,
loves a good bargain almost as much as she loves a
good story.
STORES.ORG


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Table of Contents for the Digital Edition of STORES Magazine - May/June 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
RETAIL PEOPLE
The Internet of Things at Work
BUSINESS OPERATIONS
CONSUMER TRENDS
C2W
PAYMENTS
BUSINESS OPERATIONS
STORE OPERATIONS
SUPPLY CHAIN
End Cap
NRF Communities Update
POV
OMNICHANNEL
BUSINESS OPERATIONS
CONSUMER TRENDS
STORES at 100
Active Awareness
Start with No
Training for the Worst-case Scenario
Using Data to Outfox the Thief
2017 Loss Prevention Supplier Directory
STORES Magazine - May/June 2017 - Intro
STORES Magazine - May/June 2017 - cover1
STORES Magazine - May/June 2017 - cover2
STORES Magazine - May/June 2017 - 3
STORES Magazine - May/June 2017 - 4
STORES Magazine - May/June 2017 - 5
STORES Magazine - May/June 2017 - Editor’s Page
STORES Magazine - May/June 2017 - 7
STORES Magazine - May/June 2017 - President’s Page
STORES Magazine - May/June 2017 - 9
STORES Magazine - May/June 2017 - Retail Politics
STORES Magazine - May/June 2017 - 11
STORES Magazine - May/June 2017 - NRF News
STORES Magazine - May/June 2017 - 13
STORES Magazine - May/June 2017 - 14
STORES Magazine - May/June 2017 - 15
STORES Magazine - May/June 2017 - 16
STORES Magazine - May/June 2017 - RETAIL PEOPLE
STORES Magazine - May/June 2017 - 18
STORES Magazine - May/June 2017 - 19
STORES Magazine - May/June 2017 - The Internet of Things at Work
STORES Magazine - May/June 2017 - 21
STORES Magazine - May/June 2017 - 22
STORES Magazine - May/June 2017 - 23
STORES Magazine - May/June 2017 - 24
STORES Magazine - May/June 2017 - BUSINESS OPERATIONS
STORES Magazine - May/June 2017 - 26
STORES Magazine - May/June 2017 - 27
STORES Magazine - May/June 2017 - CONSUMER TRENDS
STORES Magazine - May/June 2017 - 29
STORES Magazine - May/June 2017 - 30
STORES Magazine - May/June 2017 - C2W
STORES Magazine - May/June 2017 - PAYMENTS
STORES Magazine - May/June 2017 - 33
STORES Magazine - May/June 2017 - 34
STORES Magazine - May/June 2017 - BUSINESS OPERATIONS
STORES Magazine - May/June 2017 - 36
STORES Magazine - May/June 2017 - 37
STORES Magazine - May/June 2017 - STORE OPERATIONS
STORES Magazine - May/June 2017 - 39
STORES Magazine - May/June 2017 - SUPPLY CHAIN
STORES Magazine - May/June 2017 - 41
STORES Magazine - May/June 2017 - OMNICHANNEL
STORES Magazine - May/June 2017 - 43
STORES Magazine - May/June 2017 - BUSINESS OPERATIONS
STORES Magazine - May/June 2017 - 45
STORES Magazine - May/June 2017 - CONSUMER TRENDS
STORES Magazine - May/June 2017 - 47
STORES Magazine - May/June 2017 - STORES at 100
STORES Magazine - May/June 2017 - 49
STORES Magazine - May/June 2017 - 50
STORES Magazine - May/June 2017 - Active Awareness
STORES Magazine - May/June 2017 - LP52
STORES Magazine - May/June 2017 - LP53
STORES Magazine - May/June 2017 - Start with No
STORES Magazine - May/June 2017 - LP55
STORES Magazine - May/June 2017 - LP56
STORES Magazine - May/June 2017 - LP57
STORES Magazine - May/June 2017 - Training for the Worst-case Scenario
STORES Magazine - May/June 2017 - LP59
STORES Magazine - May/June 2017 - Using Data to Outfox the Thief
STORES Magazine - May/June 2017 - LP61
STORES Magazine - May/June 2017 - 2017 Loss Prevention Supplier Directory
STORES Magazine - May/June 2017 - LP63
STORES Magazine - May/June 2017 - LP64
STORES Magazine - May/June 2017 - LP65
STORES Magazine - May/June 2017 - LP66
STORES Magazine - May/June 2017 - LP67
STORES Magazine - May/June 2017 - LP68
STORES Magazine - May/June 2017 - LP69
STORES Magazine - May/June 2017 - LP70
STORES Magazine - May/June 2017 - LP71
STORES Magazine - May/June 2017 - LP72
STORES Magazine - May/June 2017 - LP73
STORES Magazine - May/June 2017 - LP74
STORES Magazine - May/June 2017 - LP75
STORES Magazine - May/June 2017 - LP76
STORES Magazine - May/June 2017 - LP77
STORES Magazine - May/June 2017 - LP78
STORES Magazine - May/June 2017 - LP79
STORES Magazine - May/June 2017 - LP80
STORES Magazine - May/June 2017 - LP81
STORES Magazine - May/June 2017 - LP82
STORES Magazine - May/June 2017 - cover3
STORES Magazine - May/June 2017 - cover4
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