Generation Z and the unexpected love of stores

  • News
  • April 7, 2017
  • The Register team
Generation Z and the unexpected love of stores

The ‘virtual generation’ isn’t as screen-obsessed as originally thought. AMP Capital has released its latest report that shows generation Z loves shopping in-store. 

The AMP Capital report shows that 77 percent of New Zealand’s younger shopping generations like or love being able to spend quality time in a store.

Generation Z, also called the 'future shopper' is the demographic cohort after the millennials, usually aged 15-35.

These groups are tending to spend time in store, treating it as a social experience which allows brick and mortar stores to engage with their ever-changing customer.

Digital marketplaces are a key player in gen Z shopping habits, often being the forefront and first choice of many. Despite this, the research shows that traditional shopping isn’t in danger.

The report says that these shoppers like the experience that in-store shopping can provide. According to the statistics, 35 percent of gen Z shoppers view physical shopping as a social experience, and 36 percent of them feel more confident when they shop with others.

Mark Kirkland, managing director of AMP Capital Shopping Centres, said the report brings in new opportunities and excitement for the group.

“The research highlights the importance of developing fun, social experiences in-store and the opportunities that emerge once brands and retailers align their online and offline offerings.”

“It also provides useful insights that can be shared across our industry, inspiring innovation and the creation of engaging experiences that attract both Current and Future Shoppers and ensure the continued success of our sector,” Kirkland says.

The importance of social media was also touched upon in the report, with comments that the internet plays an important role for time-poor shoppers, bringing in the most out of the experience.

53 percent of gen Z shoppers use retailers’ wish list functions online. 83 percent of those shoppers would also like to check stock availability online before going into the store.

It’s increasingly important for retailers to adopt an ethical, sustainable and authentic approach in supporting the global issues that matter most to Kiwis today.

Kirkland agrees that this growing popularity of shopping instore provides a positive outlook for brick and mortar stores. The report says that the best way for a business to thrive is for bricks and mortar to work together with online.

“It’s important that, as an industry, we constantly evolve to adapt to the current trends that engage our Future Shoppers in order to stay relevant.  It’s vital that retailers and shopping centers engage with the digital world more often and provide new and exciting avenues to connect with our customers.”

The research recognises that targeting younger shoppers through an offered experience or social media is a good move for retailers looking to get in on the new numbers.

“Trailblazing New Zealand retailers such as The Body Shop, have captured the attention of Future Shoppers by creating a personalised customer experience that’s exclusive to in-store,” says Kirkland.

“These are just a few representations of the future of retail although we look forward to seeing more bold ideas from retailers within this innovative space.”

AMP Capital has been a growing thriving group since 1971, with a portfolio of 27 centers throughout Australia and New Zealand. The involvement with the newest research and numbers means the group is fully solidifying itself with its community and ensuring value and growth at the same time.

Mark Kirkland for AMP Capital 

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Kit and Ace pulls the plug on international stores

  • News
  • April 28, 2017
  • Sarah Dunn
Kit and Ace pulls the plug on international stores

Canada-based technical apparel retailer Kit and Ace dipped its toes into the New Zealand market recently, opening a series of pop-ups followed by a store in Auckland’s Britomart, which closed at the start of this year. The brand has now abandoned its international strategy, however, announcing it will shutter stores outside Canada to focus on an ecommerce strategy instead.

Read more
 
 

World retail survey indicates now is a time for transformation

  • News
  • April 27, 2017
  • Sarah Dunn
World retail survey indicates now is a time for transformation

Frequent technological upheavals have left retailers struggling with a need to constantly reinvent themselves, says global accounting firm PwC. It’s for this reason that the company has structured its 2017 Total Retail Survey around the investments retailers will need to make to remain competitive.

Read more
 
 

Shoe queen Kathryn Wilson shares a few of her favourite things

  • Design
  • April 27, 2017
  • Elly Strang
Shoe queen Kathryn Wilson shares a few of her favourite things

The Register's sister site Idealog is in the middle of celebrating Design Month. It's picked the brains of some of the most interesting individuals in the industry to find out their favourite design-related things, their not-so-secretive side hustles and what inspires them creatively. Here's shoe designer and retailer Kathryn Wilson.

Read more
 
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Retailer Ingrid Starnes shares a few of her favourite things

  • Design
  • April 26, 2017
  • Elly Strang
Retailer Ingrid Starnes shares a few of her favourite things

The Register's sister site Idealog is in the middle of celebrating Design Month. It's picked the brains of some of the most interesting individuals in the industry to find out their favourite design-related things, their not-so-secretive side hustles and what inspires them creatively. Here's fashion designer Ingrid Starnes.

Read more
 

Air New Zealand’s reputation has no weak spots

  • News
  • April 26, 2017
  • Sarah Dunn
Air New Zealand’s reputation has no weak spots

The latest NZ Corporate Reputation Index has ranked our national carrier New Zealand’s most reputable company, with Toyota again coming in runner-up. This is the fourth year running that the two organisations have been in the top two.

Read more
 
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