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A Foolish Take: Gen Z Shoppers Are Keen to Try Shopping Innovations

By Leo Sun - May 20, 2019 at 12:00PM

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Younger consumers are more willing to shop through smart speakers, virtual reality apps, and pop-up stores.

Over the past decade, retailers launched smartphone apps and optimized their websites for mobile devices. Today, many are dabbling with next-gen shopping solutions like voice shopping on smart speakers, virtual reality (VR) shopping apps, and pop-up stores.

Blackhawk Network recently found that many Generation Z shoppers -- defined as folks born between 1995 and 2015 -- were willing to use these newer shopping solutions on a monthly basis.

Chart showing percentage of Gen Z shoppers willing to try shopping innovations like voice shopping, pop-up stores, and virtual reality shopping

Data source: Blackhawk Network. Chart by author.

That's good news for Amazon ( AMZN -1.38% ), which controlled 61% of the U.S. smart speaker market in January, according to Amazon is also reportedly developing a VR shopping app, which could turn its online marketplace into a virtual department store. Walmart ( WMT 1.51% ), which acquired VR start-up Spatialand last year, could also be developing a similar app.

Pop-up stores are also becoming popular for digital-only brands. Facebook launched pop-up stores for its digital retailers, and LVMH is planning pop-ups for Rihanna's new Fenty brand.

Retailers that adopt these solutions could lock in younger shoppers, so investors shouldn't dismiss these new shopping trends as gimmicks or fads.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis – even one of our own – helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.

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