Everyone keeps talking as if younger consumers have abandoned stores.
They haven’t.
A new survey found that only 12% of Gen Z and 9% of millennials plan to shop fully online this summer. Physical retail is still very much part of the equation, and food and beverage is expected to outpace clothing in summer spending.
So the issue isn’t whether stores still matter.
It’s whether retailers are making stores worth the trip.
If younger shoppers walk in and can’t find the product, can’t access the promotion, or get a worse experience than they had online, the problem isn’t channel preference.
It’s execution.
Retailers don’t need more omnichannel rhetoric.
They need better omnichannel delivery.