With the holiday season in full swing, it can be tricky for retailers to determine how to reach their customers- through e-commerce or brick-and-mortar?

Gone are the days of the uninformed shopper.

With product information readily available online, there is a shift in consumer behavior. This shift is often fueled by Generation Z, who influences the family to make holiday purchases online.

Don’t get us wrong. Malls are still popular destinations. Yet, they are being shopped differently.

The Generation X consumer enters the mall with destinations in mind. He wants to go four stores and knows exactly what he is looking for in each one. He will ask sales associates questions- and will usually know more about the product than the associate because of time spent at home reading reviews and comparing products. He wants to see, feel, and try on merchandise before buying.

The Generation Z consumer has done her research too, but differently. She has seen looks on her favorite bloggers, friends, and YouTube stars, and wants her goals met at the right price. She wants a meaningful experience from a brand before she gives that brand her money. She loves the urgency of exclusive launch events and craves shareable looks for social media.

While not forgetting about Baby Boomers and Generation X, who have the most budget to spend, retailers must respond with a full experience in store and online to keep every customer interested- no matter what age or demographic.

So, how do you stay competitive?

Ease and accessibility online and through apps
Captivating, personal, and efficient in store experiences
The consumer feeling in control
To understand customers’ buying habits and preferences
Streamlined retail experiences
To use relevant data, at the right time on the right platforms on customers’ preferred devices

So happy holiday shopping season and may the odds be ever in your favor.