Generation Z
and the shopping experience

Generation Z, representing 35% of consumers in 2020, is the generation of gamers who live in a dimension in which the boundaries between real and digital life blur.
For these reasons, they are extremely sensitive to the experience, rather than to the product.
Digitization and hyper-reality are big culture drivers for them, especially in the creative sphere, where virtual concerts, artificial intelligence art, and digital fashion are becoming increasingly relevant.

A quick look at some Generation Z numbers:
● 32% of the world population in 2019 was Gen Z
● 24% make up the global workforce
● $44 billion in spending power in the United States alone
● 20% of Americans between 13 and 17 are more likely to buy in-store
● 67% of Gen Zers agree being true to their beliefs is what makes a person cool
● They spend 11 hours on average a week on their smartphone
● 71% of Gen Zers identify themselves as gamers

So engaging and sensory retail experiences that use the latest technologies have landed in retail.
To give just a few examples, mixed-reality initiatives are developed that map virtual experiences on physical spaces to intensify the senses, with the aim of creating a deeper emotional involvement.
Brands are borrowing elements from the world of gaming and cinema to bring them into real life and develop spaces inside traditional stores.

For example, for the launch of the film “Star Wars: Secrets of the Empire” a virtual theme park was created that featured site and story-specific smells, heat and motion plus fictional virtual characters to intensify the experience. By reinventing the store design and the retail experience, spaces are being developed that are able to connect visitors to the products and services inside the shop. Environmental and interactive screens, self-service tools, virtual-trial solutions, IoT and facial recognition, adjusting content in real time, all improving the consumer experience and providing a return on investment.

Japanese beauty brand SK-II used advanced facial recognition to create electronic profiles for visitors at the Future X Tokyo pop-up. Once on board, they could unlock personalized content and product recommendations in different areas of the store by looking at cameras that were able to determine the complete state of their skin.


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