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A study of more than 2,000 Americans ages 14 to 19 was conducted by San Diego-based Interactions, a retail marketing firm, which found that 89 percent are very price-conscious, with 62 percent preferring to spend their money on experiences versus material items.
The great news is that most of their weekly budget is spent on food, and nearly half (48 percent) spend money on experiences with friends.
Unlike the Millennials, who showed their passion for food through Instagram, Snapchat and other online photo sharing, these teens value personal interactions, with the top three most sought components of the in-store experience being a clean store, friendly and knowledgeable associates, and a positive checkout experience -- three must-haves that every supermarket should strive for.
Interactions President Bharat Rupani reports one very interesting finding that food retailers should take note of: “when given the choice, over 64 percent prefer shopping in-store versus online.”
Let’s understand that it’s the mix that’s important. Generation Z is constantly connected to technology, but longing for engaging in-store experiences.
The survey also found that:
- Gen Z is not brand-loyal — 81 percent are willing to switch from their favorite brand if they find a similar product at a higher quality.
- 64 percent prefer to use cash versus credit and debit cards.
- 63 percent expect retailers to have a social media presence.
- 82 percent state that the opinions of others on social media have influenced them to shop at a retailer they’ve never shopped at before.