A strong wifi signal is the most important aspect of beauty shopping for Generation Z, according to new research from the US.
A study by retail consulting firm HRC Retail Advisory found 90% of teens believed a strong internet connection was vital to their overall shopping experience.
Digital in-store experiences were also found to be important to the US-based teens and millennials surveyed.
The research questioned more than 1,200 10 to 17 year olds (Generation Z) and 18 amount of 41 year olds (Millennials).
Two thirds (66%) of millennials would use a ‘magic mirror’ to send images through social media. The research also found 68% of millennials and 64% of generation z would use a retailer’s app to make an in-store payment.
Bricks-and-mortar beauty stores have to compete heavily with online-only competitors such as Amazon and discount stores to remain relevant with these age groups.
Both Generation Z and millennials look to Amazon and discount stores such as Walmart and Target to shop for products over traditional retailers such as Sephora and leading department stores.
When asked where Generation Z has purchased beauty products in the last 6 months 55% said discount stores and 35% said Amazon.
For millennials, 49% said they shop discount stores and 45% on Amazon.
Facebook continues to dominate
Facebook continues to be a driving factor on purchasing behaviour.
More than half of respondents (both millennials and Generation Z) said they use social media to gather opinions while shopping and more than 40% of respondents said they have made a decision based on feedback from their network.
“Millennial and Generation Z’s use of technology in-store, their need to stay connected to friends via social media while they shop, and how they’re shopping beauty trends is changing consumer spending patterns,” said Farla Efros, President of HRC Retail Advisory.
“While the latter generation was born with a smartphone in hand, it doesn't keep them from shopping – and even preferring to shop – in brick-and-mortar stores, as long as they have access to their ever-important social network.
“Understanding these consumer segments and how they apply to a retailer’s business will be essential, as both of these generations will be crucial to retail strategies going forward.”
In regards to returning purchases, 25% of millennials said they have returned items based on feedback from social media sites and Generation Z’s return rate is as high as 62%.