How to bring Gen Z into shops The shop experience between web and digital solutions
According to Klarna's latest survey, there is an increasingly clear link between physical and online shopping experiences. Consumers tend - the report shows that for 8 out of 10 Millennials and Gen Z this is an evolving habit -to get information online and then go to a shop. The problem, according to the survey conducted by Klarna, is that the point of sale is not fully appreciated by consumers, who reduce it to a pick-up point, nor by retailers themselves.
Another point to consider is the knowledge and availability of information about the products on offer: the lack of recommendations, sizes or colours in the shop can lead to frustration. The use of operational technologies can actually make retail work easier. For example, smartphones with intelligent data capture solutions can allow staff to quickly scan a shelf to find the product the customer wants. Finally, there is the factor of customer loyalty to consider: to meet the new buying habits of Millennials and Generation Z, retailers and brands should be able to combine the strengths of the internet experience with those of the in-shop experience. Hence the opportunity to use augmented reality as an alternative solution to provide customers with a truly innovative digital shopping experience. Besides an educational experience, the main goal of this service is to give consumers more power and freedom.
