In today’s rapidly evolving retail landscape, Millennials and Gen Z are at the forefront of a digital revolution that is transforming the in-store shopping experience. These generations, raised in a world of smartphones and seamless connectivity, are driving the adoption of retailer apps to create shopping journeys that are not only efficient and convenient but also highly personalized. As retailers look to future-proof their strategies, understanding the expectations and behaviors of these digital natives is essential.
Despite the rise of e-commerce, in-store shopping remains a vital part of the retail ecosystem. According to recent survey data, 92% of consumers still prefer to shop for certain items in-store rather than online. Top categories include perishables (64%) and fashion (48%), with the primary motivations being the ability to see, touch, and try products, obtain items immediately, and enjoy the overall experience. Notably, enjoyment of in-store shopping is high across markets, with 64% of U.S. consumers and 62% in the U.K. expressing positive sentiment.
Younger generations are not just participating in in-store shopping—they are redefining it. Millennials (ages 25-44) and Gen Z (ages 18-24) are the most active users of retailer apps while shopping in-store, with 86% of Millennials and 75% of all consumers reporting app usage during their visits. For these shoppers, the store is more than a place to transact; it’s a space for discovery, engagement, and inspiration.
Survey findings reveal that Millennials and Gen Z are especially motivated by the ability to try on or try out products (32%), touch and feel items (21%), and enjoy instant gratification (19%). Gen Z, in particular, is more likely than older generations to seek out immersive in-store experiences such as pop-ups, coffee shops, and product demonstrations—50% versus just 24% for older cohorts.
Retailer apps have become indispensable tools for younger shoppers, enabling them to blend the best of digital convenience with the tactile benefits of physical retail. The most valued app features include:
The digital habits of Millennials and Gen Z are raising the bar for what constitutes a great in-store experience. They expect:
Retailers are responding by investing in connected store experiences that leverage data, AI, and mobile technology to deliver on these expectations. For example, digital shelves, dynamic pricing, and in-app wayfinding are becoming standard features in the “store of the future.”
The stakes are high: 73% of consumers say they would stop shopping at a retailer after an unpleasant experience, and 63% would leave if they disagreed with return policies. Conversely, positive in-store experiences motivate 49% of shoppers to return, 31% to spend more, and 21% to shop more often. For retailers, investing in robust app-enabled experiences is not just about meeting current demand—it’s about building lasting customer relationships and driving long-term growth.
Millennials and Gen Z are leading a new era of retail, where digital and physical experiences are seamlessly intertwined. Retailer apps are the linchpin, empowering these generations to shop on their terms—efficiently, personally, and enjoyably. For brands and retailers, the path to future success lies in embracing this digital-physical convergence and delivering the connected, convenient, and personalized experiences that younger shoppers demand.