A consumer revolution: How Gen Z and Gen Alpha are rewriting the retail playbook

“Success in immersive storefronts can be measured in a variety of ways,” explains Daniel Todaro, chief executive officer at marketing consultancy Gekko Group. “Metrics like dwell time can be adapted to measure session durations in interactive environments.

“Staff or technology can also monitor interaction rates and return visits to assess engagement.”

As we head towards the later part of the decade, Gen Z and Generational Alpha will continue to redefine the retail market.

The future of retail will rely on creating emotional connections and promoting participation, as old KPIs intertwine with new models based on loyalty, uniqueness and cultural and social media relevance.

Retailers must remain agile in meeting the ever-changing demands of the consumer, continuing to focus on hyper-personalised interactions that live on beyond a purchase and retail journeys that truly bridge the gap between digital and physical.

To read the published comment by Dan Todaro, Gekko Group CEO, please visit Retail Systems