IRL-GORITHM

As we explored in The New Consumer Mindsets trend, inspiration is fundamental to Gen Zers’ identities. And while social media offers a never-ending supply of influence and interest, Zs’ Inspire Mindset extends far beyond their screens. In fact, 74% say IRL experiences are more inspiring than digital ones, and 53% agree that “I’m being more mindful about getting offline to find inspiration outside of my algorithm.”

One place they’re finding inspiration? In physical stores. Kaj, for instance, says that when he goes out to “touch grass,” he seeks out secondhand shops because “they have a plethora of things that are shuffling throughout the day.”

Meanwhile, Elisa, 18, is a Target megafan — not just because it’s affordable and convenient, but because she always manages to find what she didn’t know she was looking for there. “They arrange things so well that I'm always inspired by random furniture or house decor,” she says. “It just makes me want to buy things.”

In fact, for Zs, this IRL inspiration is what drives their impulse purchases. As Amaria, 22, put it, “Target is probably the only place where I will go for apples or salad or seasoning, and I'll leave with two pairs of jeans and maybe a humidifier just because I passed by it and I said I needed it.”

This convergence of inspiration and tangibility is what Zs now expect from physical retail. Just like on social media, IRL shopping for this gen isn’t just about nuts and bolts; it’s about entertainment value too. 40% of Zs tell Archrival that physical stores should just focus on being functional, not entertaining (compared to 52% of Millennials). When asked what he wants from a physical store, Kaj, for instance, says “an experience.”

Elisa takes it a step further: “I feel like we really gravitate towards the photo-op places.” While “Instagrammable” emporiums may feel like a page pulled from a Millennial handbook circa 2014, the truth is that Zs do see IRL retail as an opportunity to feed their feeds — just in a slightly less picture-perfect way, perhaps.

63% say they prefer shopping at a huge megastore with lots of products rather than the small, sleek (and Instagrammable) showrooms that catered to Millennials. For Zs, experience trumps aesthetics: 36% say they’d be excited for unique in-store events, such as live music, influencer meet-and-greets, pop-up shops, and more.

We’ll dive deeper into how IRL events can drive brand affinity among this generation in our next trend, Brands With Benefits. But for now, we’ll leave you with these words from Lucy Maguire, senior trends editor at Vogue Business: “With physical retail locations, the brands getting it right are the ones creating a hub that feels like a landmark that people have to visit.”

What can brands do?

Target both of Zs’ consumer mindsets: the Inspire Mindset and Inquire Mindset. Brick-and-mortar retail remains unmatched in “try before you buy” experiences, but this gen wants stores to inspire them too. Introduction to new products, playful merchandising, and in-store experiences will drive both impulse purchases and overall brand love among Zs.

For more on next gen retail, read our latest ALMANAC trend study, Pixels and Bricks.