Future of shopping is bricks and mortar

Generation Z, considered the future shoppers of Australia, prefer to head in-store to make a purchase rather than buy online.

A recent report by AMP Capital, From A to Gen Z: Shopping with the Future Generation, found that 87 percent either like or love shopping in-store compared to 79 per cent who prefer to shop online.

Mark Kirkland, managing director of AMP Capital Shopping Centres, said 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.

"The continued popularity of shopping in-store provides a positive outlook for retailers," he said.

"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 centres engage with the digital world to deliver a seamless online and offline experience that will create new and exciting avenues to connect with their customers. 

“Trailblazing Australian retailers such as Mecca Maxima and Culture Kings have captured the attention of Future Shoppers by creating a personalised customer experience that’s exclusive to in-store.

"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.

 The RRP report identified four key themes:

1. Don’t panic! Traditional shopping is not dead

•  53 percent of future shoppers feel more confident when shopping with others compared to just 27 percent of current shoppers.

2. Online and bricks-and-mortar work together

•   61 percent of future shoppers research while in-store compared to 36 percent of current shoppers.
•   63 percent of future shoppers use retailers’ wish list functions, compared to 43 percent of current shoppers.

3. Don’t just sell me something, mean something to me

•   Just below 70 percent of both future and current shoppers prefer brands that give back to society.
•   59 percent of future shoppers agreed they would pay more for sustainable products compared to 48 percent of current shoppers.

4. Male Future Shoppers are a whole new ballgame

•  46 percent of male future shoppers have said they are more interested in staying ahead of popular trends than 36 percent of their female counterparts.

The term future shoppers is used to refer to adult Gen Zs between the ages of 18 – 22 years. Current Shoppers are used to reference the rest of the Australian population aged 23 and over.