Debunking In-Store Stereotypes

To find out what really drives in-store satisfaction when shopping for clothes, retail consulting firm ChangeUp (Dayton, Ohio) surveyed U.S. consumers, across the generations, on their preferences when making such buys. The findings emphasize how retailers can better serve different age groups—ranging from Gen Z to Boomers—by aligning store design with customer expectations and preferences.

Key findings from the survey include:

• Despite being digital natives, Gen Z (those born 1997-2012) is just as likely to purchase apparel in-store as they are online. Yet 50% of Gen Z shoppers find in-store shopping stressful, highlighting an opportunity for retailers to better connect with young customers.
• Nearly three-quarters of Millennials (born 1981-1996) say the quality of the in-store experience influences where they shop. And more than any other generation, millennials choose stores that align with their values, like to try on new styles, and enjoy staff interactions.
• Gen X (born 1965-1980) shoppers won’t sacrifice a positive store experience for lower prices—only 33% are willing to put up with a poor shopping environment to save money.
• Baby boomers (born 1946-64) feel misunderstood, with only 37% saying retailers understand their style preferences and just 29% feeling inspired in-store.

“When retailers truly understand how their shoppers want to experience products and brands, design decisions become clearer, investments become more focused and shopping environments become more profitable,” said Lynn Gonsior, COO of ChangeUp, whose clients include Bath & Body Works, Best Buy, The Vitamin Shoppe, Chick-fil-A, Stop & Shop, bp and Kia. “Retailers must listen, adapt and design spaces that resonate deeply with their customers.”

ChangeUp based its conclusions on a survey of 2000-plus apparel shoppers across the U.S. All respondents were primary or shared decision-makers who shop for apparel in physical stores at least every three months.

For more from the study – including the names of two brands that ChangeUp found tend to do well with shoppers of all ages – click here.