By Matt Elsley, CEO & Co-Founder of QSIC
Gen Z may start online, but digital-first doesn’t mean digital-only. The most online generation still goes in-store to decide what’s worth buying. I see this behavior with my own son. He’ll spend hours on TikTok looking at sneakers, but still drags me to the store – because apparently only trying them on in person counts.
Despite all the investment in e-commerce and online targeting, most of Gen Z’s purchase decisions still come down to what happens in-store. They walk in with ideas shaped by what they’ve seen online, but the physical store is where they validate, compare and commit. It’s not just part of the journey. For this generation, it’s where they discover your brand, decide if they care and figure out if you’re still worth their time.
And the data backs it. A recent study by YouGov found that 46% of Gen Z find new items while browsing physical retail. Categories like beauty and fashion are especially strong drivers, with 68% of Gen Z saying they want to try products in person before purchasing. EMARKETER reinforces this trend, reporting that in-store browsing is the top discovery channel for U.S. Gen Z beauty shoppers (40.1%), tied with social media at the same share.
But let’s not get carried away. Gen Z is still very online, but the point is, not exclusively. Most American Gen Z shoppers (69%) start their decision-making with online browsing, but more than half (53%) still turn to in-store browsing. They live in a digital world, yet we see their commerce habits cross boundaries: scrolling social media for inspiration, relying on peer reviews for evaluation and moving easily between physical and digital retail when it comes time to make the purchase.
This is where brands have a massive opportunity by embracing omnichannel strategies that connect online and offline experiences into a single journey. Despite the U.S. being the largest e-commerce market in the world, 85% of transactions still happen in-store. And audio can be that bridge between both worlds.
A NielsenIQ report found that consumers make in-store selections in less than six seconds, leaving brands with a very short window to influence purchase decisions. This is exactly where audio really shines, drawing from our own experience working with convenience store chains where the window is extremely short.
Audio can reach every corner of a store. It can’t be ignored. Picture this: you hear the same Red Bull tagline you just saw on a digital ad, now playing over the in-store radio. That consistency triggers recognition, nudging you instinctively toward the beverage cooler. Unlike in-store screens, you can’t stroll past audio. It’s ambient, immersive and omnipresent. And it works: according to the IAB, 58% of shoppers made a purchase after hearing an in-store audio ad, and 60% said they’d consider the product later.
Now, let’s bring the focus back to Gen Z. We know from research that personalization is one of their top expectations. This generation gravitates toward retailers who make the most out of data to tailor marketing messages, recommendations and experiences. This is where audio gets even more powerful. By pairing in-store audio with real-time data signals, like time of day, local events, inventory levels or even weather conditions, brands can deliver hyper-relevant messages that feel personal, not generic, through audio. So imagine an afternoon snack ad playing when the chip aisle is fully stocked, or a reminder about cold beverages just as temperatures peak.
It’s important we remember the store isn’t just the finish line. It’s still a touchpoint where influence is still up for grabs. Gen Z won’t be won over by clutter or noise, but with unified, consistent experiences. The ones that succeed will use data, creativity and a holistic approach to turn every in-store interaction into a moment of influence.
