Gartner Research

Rethinking Physical Retail in the Digital Era

Published: 08 November 2019

ID: G00715202

Analyst(s): Digital Performance Research Team


While millenials equally prefer purchasing online and in store, Gen Zs and Gen Xs still cite stores as their preference. For most customer cohorts, stores and online play important roles in purchasing, and brands must create a cohesive experience for each format, enabling customers to move between.

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