Connect with us

Special Reports

Razzle Dazzle ’Em

The challenges of keeping Gen Y interested in brick-and-mortar retail

Published

on

Despite being far more tech-savvy than previous generations, Generation Y has not forsaken the brick-and-mortar shopping experience for online purchasing – as long as retailers keep offerings fresh and stimulating, according to a new report from the Urban Land Institute (ULI). 

Generation Y: Shopping and Entertainment in the Digital Age, explores the shopping preferences of Gen Y’ers, the 80-million strong cohort of Americans between the ages of 18 and 35, who associate shopping with socializing and who place a premium on living close to retail.

Key findings from the survey of 1251 Gen Y’ers include:

  • Mall owners should refresh interiors frequently, encourage social gatherings, incorporate movie theaters and renovate obsolete ones; add specialty food purveyors and grocery stores; serve as pick-up points for merchandise ordered online and encourage pop-up stores.
     
  • Gen Y strongly supports discount department stores and warehouse clubs – a format that could supplant aging malls and be suitable for infill sites. In contrast, power centers with single-focus big box stores are losing out to both warehouse clubs and online aggregators such as Amazon.
     
  • Most lifestyle centers target older, affluent shoppers. To attract Gen Y, owners should focus on apparel brands favored by the cohort, offer more choice in eateries and include specialties such as a gym, salon, green grocer, bike shop and uniquely local offerings.

Advertisement

SPONSORED HEADLINE

7 design trends to drive customer behavior in 2024

7 design trends to drive customer behavior in 2024

In-store marketing and design trends to watch in 2024 (+how to execute them!). Learn More.

Promoted Headlines

Advertisement
Advertisement

Subscribe

Advertisement

Facebook

Most Popular