Retailers must prepare for tech native Generation Z

Retailers should start bracing themselves for the expectations of Generation Z (individuals born after the late 1990s) now or risk missing out on the growing market, a survey commissioned by delivery platform Shutl has warned.

The survey of 2,000 UK consumers, carried out by Red Dot Research, found that almost twice as many (60%) 18-24 year olds than 45-54 year olds (33%) have higher expectations of retailer delivery performance compared to two years ago.

This increased demand from younger shoppers is replicated elsewhere in the findings. For instance, 86% of 18-24 year olds stated that delivery options are a key factor influencing their choice of retailer when buying online.

This figure however declines steadily as shoppers get older – 83% (25-34s), 82% (35-44s), 73% (45-54s) and 64% (55+).

Given that today¹s younger generation already control every other aspect of their online world, retailers should not be surprised to learn that nine out of 10 (90%) 18-24 year olds would shop online more often if they were in control of more convenient delivery options.

This is less of an issue for older respondents at 60% (55+); 69% (45-54s);  79% (35¬44s) and 88% (25-34s).

Tom Allason, CEO of Shutl, said: “While retailers are providing the flexibility and choice that millennials expect today, such as m-commerce, it¹s important to keep an eye on who¹s coming around the corner.

“If the trend for growing expectations among younger consumers continues, they need to be thinking about how best to attract the Generation Z shoppers of tomorrow.

“A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds.

“Retailers therefore need ensure they have the delivery options and mechanisms in place needed to give this iGeneration the control of purchasing what they want, when they want it. If they dont, shoppers will simply switch to a competitor that can.”