Gen Z, representing the largest demographic in India with a population of 377 million, is significantly influencing the consumer landscape, contributing to a staggering $860 billion in spending. This figure is projected to reach $2 trillion within the next decade. Distinct from millennials, Gen Z conducts 1.5 times more research prior to making purchasing decisions, showcasing their nature as informed consumers.
### Redefining Shopping with Phygital Trends
The term “Phygital,” a blend of physical and digital coined by Chris Weil in 2007, encapsulates this generation’s shopping behavior. Desi Gen Z shoppers prioritize visual appeal and authenticity, favoring trends over traditional advertising tactics. They engage in “Shopcializing,” sharing their shopping experiences in real-time with peers, a practice that resonates with 86% of them who claim social media influences their purchasing decisions.
A significant 54% of Gen Z consumers utilize their mobile devices while in-store, checking wishlists and reading reviews, demonstrating a seamless integration of online and offline shopping experiences. By creating mood boards across various apps, they refine their shopping preferences without cluttering their lists.
### The Future of Retail
Phygital shopping is revolutionizing the retail experience, enabling consumers to explore products online, test them in-store, and complete transactions via mobile apps. This omnichannel approach caters to the flexibility that today’s shoppers demand. With insights from a 64-page report by Snapchat and BCG, it’s evident that the Phygital trend is not just a passing phase but a fundamental shift in how Desi Gen Z engages with brands.
As the retail landscape evolves, understanding this demographic’s unique habits and preferences will be crucial for marketers aiming to capture their attention.
