Connecting with Generation Z

Generation Z includes retailers’ first set of digitally native consumers. Born after 1996, these customers have never known a world without the internet.

As a result, they have high expectations of interconnectedness between online and in-store shopping experiences. Smartphone in hand, they browse merchandise online and pickup in-store while communicating in real-time with friends on social networks, apps and text messages.

They were born to shop omnichannel style.

Different paths to purchase for different generations

Sometimes also referred to as “Centennials,” they, together with the previous generation of Millennials comprise more than half of the world’s population.

But the two groups approach shopping very differently.

Whereas Millennials eschewed purchasing “things” in favor of experiences, Centennials are happy to buy technology as well as health and wellness products.

More than any other generation, Gen Z shoppers tend to rely on mobile channels first, particularly YouTube and Instagram. Snapchat and TikTok figure into the mix as well.

Once the initial product research is completed, the brand itself comes under scrutiny.

Many in this age group have bought products because they have values that align with the retailer or brand. Others have boycotted a business to show disapproval of certain practices.

Gen Z is very attuned to the retail ecosystem and not only wants to be a part of it but also understands how to influence it. Irregardless, a syncing of data and inventory across channels is an important feature for brands that want to remove barriers to purchase for Gen Z consumers.

Retail Pro Prism gives retailers the ability to have a centralized view of their inventory across channels, in turn allowing them to give this to their customers.

Loyalty motivators for Gen Z

With a spending power of more than $140 billion, retailers are learning that though digitally native, Gen Z cares about connections and community.

They prefer to shop where they can chat with their friends online as well as with store associates in person, while feeling confident that their purchase decisions are supporting businesses that treat employees well and are not harmful to the environment.

Stores such as Nordstrom combine a traditional brick-and-mortar setting with the more personal experience of a pop-up store.

Mobile POS easily creates a personal feel as it allows sales associates to meet customers where they’re at, whether for item lookup or free-standing checkout, and lends itself perfectly to pop-up environments.

Retail Pro readily supports mobile POS since it’s a browser-based software, which means you can choose whether to use it on Apple, Windows, or Android devices.

AI-driven software helps retailers gather information and analyze data of Gen Z shoppers, which they can use to help create intimate experiences and personalized moments.

Those retailers who have established and communicated an authentic identity that mirrors Gen Z’s ethos will be rewarded with these shoppers’ loyalty.

Timely Delivery vs. Sustainability values

While all demographics want fast, reliable delivery, research finds that Gen Zers are the most impatient. Many want same-day delivery and yet are also very interested in carbon-neutral or emission-free deliveries.

While that appears to be a somewhat conflicted stance, these shoppers are also willing to pay more for more sustainable delivery and returns services: They understand the consequences (higher cost) for the services they want (faster, ecologically responsible delivery).

Retail Pro Prism gives you a clear view of across your channels, which increases your ability to identify points where you might be able to save time for your associates and customers’ orders.

Top retailers are investing in key technologies that provide the enhanced customer experience these young consumers are demanding.

Digital customers will check websites for in-store inventory even for stores that don’t have BOPIS or curbside pickup, which leads to a disconnect between channels that ultimately can lead to customers going to competitors.

As younger generations are digitally native, they’ll embrace technology, digitization and collaboration, and require the brands they buy to do the same.

For retailers, that will lead to more success and profitability.


Using Retail Pro Prism POS on mobile for your 2021 curbside & COVID-careful holiday shopping setup

Mobile POS systems can give sales-floor associates and customers flexibility, boost productivity and improve customer satisfaction.

Mobility with Retail Pro Prism supports creative ways to sell and promotes faster queuing. Both are likely to appeal to the ways today’s customers prefer to shop.

Mobility for curbside shopping

Remember back before the pandemic lockdown, when sidewalk sales were typically an annual summer event?

Now, with occupancy restrictions limiting the numbers of shoppers allowed in a store at a time, sidewalk sales are commonplace, bordering on routine occurrences.

Retailers with mPOS can be ready at any time to take credit or debit card payment for items, and the shopper can stay outside.

mPOS systems can also be used for curbside pickup, a solution crafted out of necessity but now — without a doubt– certain to stay. The ease of convenience of curbside pickup is not lost on anyone who has ever done errands with a toddler.

With the web-based Retail Pro Prism software, retailers get full POS functionality on the mobile device of their choice and integrated EFT to complete the transaction where it began – whether on the salesfloor or sidewalk.

An entire afternoon spent outdoors no longer necessarily involves hiking trails when the neighborhood’s finest restaurants are serving gourmet food under tents, and boutiques have set up popup stores next to Farmers’ markets.

On the salesfloor: The clienteling & endless aisle experience

Woman holding retail pos tablet
Image: Andrea Piacquadio

The best sales associates act as a customer consultant: they are close at hand if help is desired, never overbearing and always pleasantly knowledgeable.

Retail Pro Prism mPOS lets associates walk around the floor, free to interact with and assist customers rather than be tied to the cash wrap, as they were in years gone by.

That ability to be in the customer’s orbit from the moment they arrive until they pay for their items helps enhance the customer experience because it builds rapport between shoppers and employees.

In some cases, returning shoppers ask to be helped by specific associates. Those retailers rightfully consider their excellent service “an offering.”

A retailer can also pull up user manuals for higher-consideration items and marketing materials that explain product features to answer customer questions.

In addition, mobile devices can help make Endless Aisle solutions a reality.

A limited showroom selection can easily be supplemented by a complementary selection of items available online, in colors, sizes and other variations too numerous to fit on a retail floor.

Purchases, returns, and orders: All-in-one time-saving checkout

safe retail shopping during COVID

Retail Pro Prism mobile POS speeds up the ordering process. The moment a customer decides to purchase something, the associate takes the payment right on the floor.

No more waiting in line, and often the interaction is completely paperless, as receipts are sent to email accounts.

During particularly busy seasons, mobile POS software can be used for “queue busting,” in which associates take payments within checkout lines, providing much-needed respite for overburdened cashiers.

And in Retail Pro Prism retailers can check out purchases, order out-of-stock or specialty items, and complete returns all in one transaction, saving everyone time.

mPOS makes the entire purchase process efficient and is in-tune with the customers’ preferences.

Customers can have a quick shopping experience with surgical precision and speedy curbside checkout, or a longer one, in which they view curated selections in an Endless Aisle, ask in depth questions about features, compare options and ultimately leave with the desired product ordered and accessories in–hand.

Flexibility is the name of the game.