Naturally, many people still shop in stores—however, recent Verint research shows Gen Z’s growing preference for digital-first shopping and the vital importance of digital experience. Even so, a Gen Z shopper may visit the store as part of their “click and collect” retail journey.

The store is here to stay, but its role has changed.

Today’s purchase journeys are complex and vary widely by generation. Second only to price, the digital experience is the biggest driver of customer satisfaction for Gen Z consumers. Fewer than 36% of consumers under 41 prefer to visit stores when interacting with retailers, compared to more than two-thirds of shoppers aged over 56.

Notably, more than 75% of Gen Z and Millennials use at least one other resource—friend or family member recommendations, word of mouth, websites, influencers and social media—to help them make a choice.

Verint’s new research report explores the customer satisfaction and NPS rankings of major retailers, top purchase factors, the complexity of today’s customer journeys, what it all means for retailers—and what they can do right now to maintain customer loyalty.

Download the report.

Read the press release