Generation Z and the
Return to the Physical Store

Gen Zers are rebelling against the cold efficiency of eCommerce

What's in the report

Read why 80% of Gen Zs not only shop in physical stores, they look forward to it
See how digital-first Direct-to-Consumer brands such as Casper, Everlane, and Warby Parker are beating LensCrafters, Mattress Firm and Levi’s at their own game
Get data on foot traffic and shopper exclusivity to different locations
Discover what kind of brick-and-mortar experiences resonate with digital natives

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Generation Z is breaking the eCommerce trend — the first generation of true digital natives is throwing a wrench into the works.

Though it may seem like it, retail isn’t dying. In fact, for brands that understand the connection between the physical and digital worlds, it’s thriving. For brands that make smart use of digital data to understand the actions of their customers in real-world locations, it’s thriving. For brands that use these insights to guide their sales, marketing, and business strategies, it’s thriving.

Methodology: We used Polaris, Ubimo’s location intelligence platform, to analyze twelve stores nationwide. Including six agile brands–Amazon 4-Star, Bonobos, Casper, Everlane, Glossier, and Warby Parker–and six traditional brands–Adidas, H&M, Lenscrafters, Levi’s, Nike, and Mattress Firm. The Millennial Generation is defined as those age 25 to 34. Gen Z is defined as those with age between 18 and 24. All data was collected during a 90-day period. Ubimo’s panel includes over 150 million monthly active devices.

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About Ubimo

Ubimo is a SaaS location intelligence company that empowers businesses to understand and act on real-world behaviors, bridging the knowledge gap between the digital and the physical worlds.

Using advanced AI technologies, we combine behavioral data on over 150 million monthly active devices, with the most comprehensive geographic index in the US.

Ubimo’s platform enables businesses to embed strategic insights into decision-making, improving performance across Shopper Marketing, Programmatic, Publishers, Retail, and Out-of-Home.