Gartner Research

Best Retail Marketing Practices to Reach Gen Z

Published: 23 April 2019

ID: G00390890

Analyst(s): Iconoculture Research Team


Facing unprecedented retail complexity, marketers must focus on Gen Z shoppers to future-proof their brand strategy. Winning with Gen Z requires communicating the value of big-brand benefits, balancing digital and in-store initiatives, and addressing Gen Z’s personalization preferences.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Foreground the Practical Benefits of a Big-Brand Identity
    • Recommendation
  • Recognize the Role of In-Store Versus Online Retail, and Move Fluidly Between Both
    • Recommendation
  • Emphasize Hands-On Experience In-Store
    • Recommendation

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