The Generation Z Conundrum: Amazon, Yes; Physical Stores, No
The Generation Z has grown up in a digital world, making online shopping, especially on platforms like Amazon, natural and comfortable for them. However, they face challenges when it comes to shopping in physical stores, especially in traditional businesses like butcher shops or local stores. This situation has become evident thanks to viral testimonies on social media, where young people share their discomfort in not knowing what to order or how to act in these spaces.
The testimony of a young woman on TikTok, who confessed to not knowing how to order meat at a butcher shop, resonated with many other young people who joined the conversation. The responses varied from laughter, with examples of awkward situations like ending up with a whole salmon or ordering random quantities out of imitation. This phenomenon reflects a generational disconnect in terms of consumer habits, where young people feel more comfortable in the privacy of online shopping than in direct interaction with sellers.
Changes in Consumer Habits
The evolution of purchasing habits not only affects Generation Z. Their parents, who grew up with supermarkets where shopping was easy and automated, have influenced this disconnect with traditional commerce. The convenience of supermarkets, where products are already packaged and ready to go, has meant that many young people have not had role models when it comes to shopping in smaller, specialized stores.
In addition, the rise of e-commerce, which offers the possibility to compare prices and read reviews with a single click, has led Generation Z to prefer online shopping, where they do not face the pressure of live interaction and have complete control over the purchasing process. However, this digital preference does not necessarily mean that young people are completely disconnected from local stores, but rather that businesses must adapt to their new expectations.
How Can Local Stores Evolve?
Despite the challenges, there is a clear path for traditional businesses to adapt and reconnect with Generation Z. This generation values the environment and is more likely to support local products, presenting an opportunity for small businesses. However, to attract these young consumers, stores must evolve.
Some possible solutions include:
– Greater transparency in products: Providing clear and detailed information about what is offered in the store can help young people make informed decisions without feeling embarrassed for not knowing what to order.
– Integration on social media: Stores can leverage platforms like Instagram or TikTok to promote their products and offer tutorials or tips on how to use the products they sell.
– Technological modernization: Implementing digital tools like QR codes that provide recipes or instructions for preserving food is a simple step that could facilitate shopping for young people.
– Additional product information: Offering details beyond the product name, such as origin or type of meat cut, can build trust with young consumers.
A Promising Future for Local Stores
Despite current difficulties, local stores have the opportunity to evolve and remain relevant to new generations. Embracing technological changes and adapting to new consumer habits will not only ensure their survival but also allow them to connect with a generation that, while preferring digital, still values authenticity and support for local businesses.
