'Phygital': India's Gen Z shoppers online & offline blend for retail experience

According to a new study, Gen Z customers in India are combining offline and online channels to optimize their purchasing experience. Their spending habits are neither entirely dependent on digital media, nor are they limited to marketplaces or shops.

What did the study say? 

Credit: Pexels | The survey describes gen Z as "truly phygital"

A Snapchat research titled "The $2 Trillion Opportunity: How Gen Z is Shaping the New India" investigates the spending behaviours of those born between 1997 and 2012 and provides insights into how this generation behaves.

The survey describes the generation as "truly phygital" in its shopping habits. The term "phygital" refers to a combination of physical and digital buying experiences, which is important to how Generation Z shops. Chris Weil, the former CEO of Momentum Worldwide, created the term in 2007. Many Gen Z buyers, for example, use their phones to browse or compare things online while shopping in physical stores.

How does Gen Z shop?

Credit; Pexels | GenZ takes inspiration online and offline

"In their endeavour to be sure about their spending, Gen Z tend to take inspiration from and research across both online and offline channels seamlessly in their journey. Even though they are digital natives, they are very likely to start a journey online and complete the purchase offline or the other way around," the study read. 

The survey also found that, unlike millennials, Gen Z frequently views shopping as a social activity, actively engaging with friends or family while making purchases. For example, sharing images and discussing possibilities before making a purchase. 

Also read: Ananya Panday & the must-have bags from the Gen Z star's luxury collection

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