Gen Z leads the way for “frictionless shopping”

Generation Z is leading the way when it comes to a preference for frictionless shopping, with over half (52%) likely to switch retailers for check-out free stores.

Additionally, 49% say they would be likely to spend more money with a retailer that has a connected or automated checkout experience, and 52% say connected stores would make them more loyal to a retail brand, according to new research by Avery Dennison, which surveyed 4,000 consumers across the UK and US.

Two-thirds (67%) of Gen Z, most commonly referred to people born between 1997 and 2012 - and often described as the first fully "digitally native" generation - say they would opt for retailers that offer self-scanning at the end of a shop, while almost three-in-five (59%) say the same about self-scanning as they shop.

The vast majority (89%) of those polled have experienced some form of frictionless shopping in the last 12 months, including self-scanning, self-checkout, full check-out free stores and try at home before you purchase services. This includes 81% of Baby Boomers (most commonly referred to as those born between 1946 and 1964) and 72% of those aged 78 or over.

More than four-in-ten shoppers (45%) would switch to a self-checkout service where products are automatically detected via in-item tagging, meaning they don't need to scan a barcode.

The key factors driving consumers towards frictionless retail experiences include:

• A faster shopping experience (46%).
• Not having to queue (34%).
• Less people interaction (33%).

Only 18% of respondents said there is no benefit to frictionless shopping, with 56% of those citing the biggest reason as "a difficulty in seeking assistance from employees".

President of Solutions Group at Avery Dennison, Francisco Melo, said: "Considering that most people haven’t yet had the opportunity to try a full check-out free store, our research shows a high percentage would be more likely to switch retailers for the experience, which demonstrates a clear shift in consumer expectations.

"At the same time, a growing number of leading retailers are turning to digital ID solutions to truly transform the customer experience.

"Check-out free stores and self-checkout options enable an easier method of product selection and payment for the customer, while providing retailers with accurate real-time data about product performance and supply. What’s more, frictionless shopping environments allow retailers to deploy more staff in areas such as customer service."