Gen Z: Where the Digital Word Intersects with the In-Store Experience

Generation’s Z’s tastes are always changing, producing a challenging, but significant economic engine for the c-store.

We’re going to talk a little bit about Generation Z, but before we do, here’s all the other “defined” generations and their key traits, at least as they are viewed by the general public:

So why are we focusing on Generation Z? Well, those folks are now 13–28 years of age, a consumer sweet spot for retail petroleum. One study cites Gen Z as being 31 percent more likely to feel convenience stores are a good place to try new products.[1]

That’s fortunate, because it is estimated that Gen Z makes up roughly 25–30 percent of all convenience store customers.[2]

This is a generation that grew up during the c-store industry renaissance. They have high expectations for their petroleum retailers, as a result. It can be challenging.

It starts with the fact that Gen Z are tethered to the world through Smartphones and other handheld devices. A continual stream of social-media-driven merchandise creates microtrends that create short bursts of demand, and therefore, availability—sometimes for a few months, sometimes a few weeks. This creates a sense of urgency when they come to your store, because— in addition to stocking up on their snacking favorites—they looking for something cool, too

Gen Z is a little tricky also, in that may seem to be contradictory in their approach to shopping. Even though they are digitally savvy, they’ve shown a distinct preference for in-store shopping that allows them to evaluate product quality and store experience[3]. These two things can be equally true: Savvy digital marketers can fuel demand for a product that can only be “discovered” in the store.

And in-store activity is always good for the operator, but Gen Z can turn a store into a setting for a post on social media, documenting The stuff on your shelves. It’s a solid marketing opportunity, without cost.

If you are a convenience store operator, your Generation Z customers are integral to success, as they drive profit like few other market segments. If continually shifting SKUs and prices, promotional discounts, and a barrage of new products seems a little overwhelming, there’s an easy enough answer: convenience store technology.

SSCS’s Computerized Daily Book back office handles all inventory activity, no matter how dynamic its changes. It takes all the necessary information on pricing and inventory movement and puts it together for you to review, simplifying the process, making sure that you aren’t overlooking an opportunity for profit. That’s something every generation can appreciate, and if it sounds good to you, please give us a call at (800) 927-7277.

[1] “Gen Z: All About the Convenience Store”; NCS Marketing; info.ncssolutions.com; no date

[2] “Gen Z: All About the Convenience Store”

[3] “Three Things to Know about Gen Z’s In-store Shopping Habits”; Beth Negus Viveiros; EMARKETER; September 20, 2024