The Role of Physical Stores in Gen Z's Shopping Journey

Physical stores play a crucial role in product discovery for Gen Z, similar to other age groups. Despite Gen Z’s reputation as digital natives, they still value in-store experiences, indicating that brick-and-mortar locations are pivotal for brand awareness. According to reports, 51% of Gen Z shoppers utilize social media for product discovery, but they don't rely solely on it; many users eventually make their purchases in physical stores. This desire for direct interaction likely stems from their experiences during the pandemic, highlighting the importance of the tactile and social aspects of shopping.