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Gen Z Quickly ‘Cancel’ Brands and Move On

Gen Z is not likely to give retailers a second chance when faced with a poor online experience.

One-third of Gen Z shoppers will abandon a purchase or post a negative review due to a poor online shopping experience, according to a survey by digital experience management software company Sitecore. The research, conducted by Advanis, revealed that Gen Z, which has an estimated shopping power of up to $143 billion, quickly cancels brands and moves on.

With Gen Z, brands must get it right or suffer the economic and reputational consequences, the survey found. Fifty-seven percent are less loyal to brands than before the pandemic and 80% are now more willing to try new brands online. Retailers have no room for error, however, as 38% of Gen Z shoppers only allow a brand a single second chance before switching to a competitor.

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Speed of delivery is critical, with 80% finding retailers able to deliver in less than 24 hours more appealing. In addition, 37% identify free delivery as the most important element when shopping online. And if an online store is out of stock, 74% of Gen Z will move to another retailer.

Before the pandemic, almost a third (31%) of Gen Z – digital natives – had never purchased anything online. Since COVID-19, the vast majority (87%) state their online shopping skills have improved, with 26% using a mobile device to make a purchase for the first time. Sixty-three percent find online shopping is now more enjoyable than in-person, with nearly two-thirds (64%) identifying as digital converts who want to keep buying almost everything online. Other key findings from the survey are here…  Chain Store Age


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