Generation Z is reshaping the retail landscape, transforming the traditional path to purchase into a complex, non-linear journey that challenges brands to adapt their strategies. As reported in an eTail Insights research report on advanced personalization in retail, retailers are increasingly employing unified engagement platforms and creating deeply personalized experiences to meet the unique expectations of this digitally-native generation. In this article, we explore what the path to purchase looks like for Gen Z customers, as well as how retail and eCommerce organizations can adapt to them.
(Written for eTail Insights and Worldwide Business Research)
