More than 90 per cent of Generation Z say that a strong Wi-Fi signal is important to them and their overall shopping experience, according to a survey conducted by HRC Retail Advisory (HRC), a leading strategic retail advisory firm. Emerging in-store technologies and positive social media feedback are among the top priorities for both Generation Z and millennial consumers. The survey, which also revealed a generational shift in how these consumers shop for beauty products, represents the first in a series centred around Generation Z and millennials’ attitudes, behaviours, and shopping preferences. “Generation Z is not only powerful on their own, but they are the ones dragging their millennial parents (who prefer to shop online), back into the mall as well. Understanding these consumer segments and how they apply to a retailer’s business will be essential, as both generations will be crucial to retail strategies going forward,” said Farla Efros, president of HRC Retail Advisory.

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