In search of the optimal shopping experience

Gen Z shoppers are full of surprises. On the one hand, they want what their parents want — seamless delivery of retail essentials, such as value, choice, quality, convenience and availability. On the other hand, as digital natives, they have their own expectations for how they want those essentials delivered. Technology is important to them, but only if it adds value and enhances their shopping experience. And they expect to be able to make that experience uniquely their own. Brands would do well to act now: while only 36 percent of Gen Z shoppers in our study said they had a strong connection to a brand, the number increased to 46 percent among those aged 19-21. The potential benefits are great, but the window of time for winning over this new and important generation is closing fast.

Featured findings

55% of Gen Zers surveyed said they would like the ability to design products that no one else owns - IBM
68% of Gen Zers surveyed said a wide choice of products was the most important factor when decidind where to shop - IBM
49% of Gen Zers surveyed said the ability to quickly find the right product was most important to them when shopping - IBM

About the authors

Jane Cheung

Jane Cheung
Consumer Products Industry Lead
IBM Institute for Business Value

Simon Glass

Simon Glass
Global Retail Leader
IBM Institute for Business Value

Karl Haller

Karl Haller
Leader, Global Consumer Industry Center of Competence
IBM Global Business Services

Christopher K. Wong

Christopher K. Wong
Vice President of Strategy and Ecosystem
IBM Global Consumer Industry

Read related IBM reports

Uniquely Generation Z

Uniquely Generation Z

What brands should know about today’s youngest consumers

Gen Z brand relationships

Gen Z brand relationships

Authenticity matters

Ready to engage with tomorrow’s shopper?

Ready to engage with tomorrow’s shopper?

How retailers can distinguish themselves

IBM 2017 Customer Experience Index (CEI) Study

IBM 2017 Customer Experience Index (CEI) Study

Customer expectations outstrip brands’ capabilities to deliver the optimal shopping experience