In the retail wasteland, physical retail needs to be more tech-savvy than ever to keep up with young consumers.

In the retail wasteland, physical retail needs to be more tech-savvy than ever to keep up with young consumers. More store closures seem to be announced every day, but a study from IBM found 67% of Gen Z shoppers and 50% of Millennials still prefer to purchase in-store. Syncing up young shoppers’ experiences to their smartphones and innovating with other tech and experiential elements aligns in-store strategy with the way they shop. Case in point: SessionM found 90% of consumers use their smartphone in store and 54% even use it to compare prices while shopping. (Marketing Land)