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The youngest generation of shoppers still purchase in physical stores.

The youngest generation of shoppers continues to purchase in-store like the previous generations. Despite the fact that mobile has become our primary medium (on average, we check our smartphone 80 times per day (!)), young consumers today still have a preference for shopping in-store. 98% of them make purchases at a physical store.

However, retailers need to take into account that messaging has become the primary function of mobile among this generation. IBM found that 74% of Gen Z would be willing to extend that to brand conversations as well.

This is why it is important for brands to adapt their mobile strategy in terms of content and find new incentives to drive customers in-store via the mobile channel. Mobile wallets for instance are a good way to be on customers' mobile and generate drive-to-store visits.

Read the article: Despite mobile savviness, 98pc of Gen Z still shop in-store