Survey: Gen Alpha values 'hands-on' retail experiences
The youngest generation of consumers is looking for a collaborative and immersive in-store retail experience.
That’s according to a new report from global architecture and design firm MG2, which surveyed kids between the ages of eight and 14 about their shopping interests and desires. Virtually all (97%) of those surveyed want to help brands make design decisions, ranging from testing new products and informing product development to shaping the look and feel of store environments.
Nearly three-quarters (73%) of Gen Alpha prefer shopping in-store over online to “fully immerse themselves” in a brand’s environment, noting that they value “hands-on” test-and-try experiences to explore products before purchasing. Three-in-five Gen Alpha respondents said trying things on for themselves was the best part of the in-store experience.
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A quarter (25%) said they trust what they are buying at a store more than they do online. Only 5% said online and at a store feel “pretty much the same.”
The report found that younger Gen Alpha tends to resonate with experiential environments like Lego and Build-A-Bear, while older Gen Alpha is more drawn to brands like Nike and Apple. Gen Alpha girls tend to resonate most with beauty and wellness brands, while boys are more drawn to technology and sportswear brands. Other brands that are popular with Gen Alpha, according to the survey, include Walmart, GameStop, Hot Topic, Toys “R” Us and Disney.
“Based on our findings, Gen Alpha consumers shared the following key insights on what matters most to them through in-store design and programming,” said MG2. “Overall, they want to engage with brands meaningfully, take an active role in the shopping journey, and make their influence on household purchase decisions clear.”
Additional insights from the survey include the following:
•Two-thirds (66%) of Gen Alpha rely on clear in-store signage to guide their shopping journey.
•A majority (70%) of Gen Alpha report that adults in their lives often purchase items they suggest.
•Three-in-four Gen Alpha respondents said that in-store food and beverage offerings drive them to spend more time in a store.
The full MG2 Gen Alpha report can be found here.
