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Understanding Generation Z Shapes the Future of Retail
Generation Z (born 1996–2010) is strongly represented in Switzerland, with over 1.3 million consumers. They are digital natives expecting seamless, fast, and flexible shopping experiences – both online and offline. Understanding and meeting these expectations ensures a competitive advantage.
Digital Experiences in Store – Essential for Gen Z
Studies show: This target group is a hybrid – online and offline.
- Hybrid shoppers: 59% of 18- to 24-year-olds shop weekly in physical stores but expect modern interaction and digitalization (PwC)
- Mobile payments are clearly a focus: According to Visa, over 79% use smartphones for payments (Apple Pay, Google Pay, TWINT)
The smartphone is their constant companion – also while shopping. Expectations include quick information, real-time price comparisons, and contactless payments – without delays.
Why Physical Stores Remain Important
Despite digitalization, Gen Z has not abandoned brick-and-mortar retail. Instead, physical stores are used as experiential spaces:
- Experience products firsthand rather than just clicking touch, try out, create social moments
- Perceive brands emotionally
- Meet friends & be offline
According to Forbes, 74% of Gen Z consider a well-organized, conscious shopping experience important. At the same time, they expect technologies and services familiar from the digital world:
- Showrooming & webrooming
- Digital innovations such as Augmented Reality or Self-Checkout
- Value alignment: brands with principles and transparency – e.g., regarding sustainability or diversity
Payments Are Part of the Shopping Experience
For Gen Z, checkout is not just a transaction but a brand contact point. Winning trust here is crucial.
Specifically, this means:
- Intuitive, quick payments
- Contactless & mobile payment methods like smartphone wallets or NFC
- Self-Checkout & app integration
- Seamless integration into loyalty programs
According to the Retail Innovation Study, 34% of Gen Z would use smartphone self-checkout if available.
5 Steps to Excite Gen Z
To engage young target groups, more than a good product range is needed:
- Think omnichannel thoroughly: intelligently link online and offline experiences
- Modernize payments: incorporate mobile wallets, contactless payments, and local solutions like TWINT, ideally combined with Embedded Payments
- Integrate mobile touchpoints: apps for loyalty, self-checkout, consultation & payment
- Pilot innovations: e.g., digital fitting rooms/spiegel, interactive product info, gamification, QR shopping
- Make brand values visible: authenticity & a clear stance as differentiators
How Worldline Supports You
As a leading payment partner in Switzerland, Worldline helps meet the expectations of Gen Z with solutions for todays and tomorrow’s retail:
- Omnichannel-ready payment platforms
- Card payments with debit & credit cards as well as mobile payments via Apple Pay, Google Pay, WeChat Pay, or TWINT
- Contactless NFC payments
- Cloud-based payment terminals with app integration.
Generation Z is digital, fast, and expects relevance – even at the point of sale. With the right solutions, you can create a memorable shopping experience. We would be happy to advise you.