THE YOUNGER GENERATION IS BUYING: HERE'S WHAT THEY ARE LOOKING FOR

As Gen Z amasses more buying power (their disposable income recently reached $360 billion in the U.S.), it's important to understand what this younger segment wants and needs so that you are catering to your entire--and emerging--customer base.

Here's what younger buyers are saying about the retail experience:

• "Seeing that people put effort into a business makes me want to shop there."

• "Word of mouth is very important...when I hear about a company from someone else, I am more likely to buy from them."

• "I don't just want to see advertising online; I want to see brochures where I hang out. It's nice to know that you are supporting your community."

• "A good-looking storefront that showcases your products is very important to me."

• "Having a modern website that is informational and displays what products a business sells or services it offers makes me more likely to visit a store because it lets me know if they have what I need."

• "Variety. I want to have options when I shop and hear from associates about the best solution."
  "I love a good price – but also good quality."

• "Customer service is by far the most important aspect of any business for me."
  
  For Gen Z, customer service is paramount; they are less loyal to particular brands than generations past. Thankfully, many of you can keep doing what you are, focusing on offering a product mix and exemplary customer service. Consider updating your self-serve customer service options, like adding a chatbot to your website or having a special email or phone number to handle customer issues and stay ahead of the curve.