Gartner Research

Future of Experience: Generation Z Is Inspiring the Future of Customer Experience

Published: 26 April 2017

ID: G00325265

Analyst(s): Miriam Burt


There is much talk about the millennials shaping the future. However, retail CIOs should be cognizant of Generation Z, a rapidly growing cohort that is already becoming a prime mover, shaker and disruptor, shaping experiences not only for the future of retailing, but for the future of living.

Table Of Contents


  • Key Finding No. 1: Generation Zs Are Disproportionately Influencing and Impacting the World Stage as They Set the Foundation for the Future of Living
    • Attributes of Generation Z
  • Key Finding #2: Generation Z Is Inspiring the Future of Customer Experience
  • Key Finding No. 3: Retailers' Business "Calls to Action" and Technology Investment Plans for the Future of Retailing Must Be Based on Generation Zs' Expectations of the Customer Experience
    • Business Action: Make "One View of the Brand" the Centerpiece of Your Retail Strategy
    • Business Call to Action: Reset the Fulfillment Strategy
    • Business Call to Action: Operate the Store as the Experiential and Executional Channel for Digital Business
    • Business Call to Action: Focus on Generating Contextual Customer Shopping Experiences
    • Business Call to Action: Convert People to Influencers, Evangelists and Brand Ambassadors
    • Business Call to Action — Make Resilience the Foundation of Security and Risk Management Strategy
    • Business Call to Action — Developing Customer Collaboration as Part of an Innovation Ecosystem

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