艾意凯咨询：2023代际购物行为研究：Z世代是如何购物的？（中译版）（13页）.pdf

1、SPECIAL REPORTGenerational Shopping Behavior:How Gen Z Shops 2 L.E.K.ConsultingAbout L.E.K.Consulting Were L.E.K.Consulting,a global strategy consultancy working with business leaders to seize competitive advantage and amplify growth.Our insights are catalysts that reshape the trajectory of our clie

2、nts businesses,uncovering opportunities and empowering them to master their moments of truth.Since 1983,our worldwide practice spanning the Americas,Asia-Pacific and Europe has guided leaders across all industries from global corporations to emerging entrepreneurial businesses and private equity inv

3、estors.Looking for more?Visit .L.E.K.Consulting is a registered trademark of L.E.K.Consulting LLC.All other products and brands mentioned in this document are properties of their respective owners.2023 L.E.K.Consulting LLCSPECIAL REPORTContentsIntroduction.3How Gen Z shops.4Who is winning Gen Z?.8Ho

4、w to court Gen Z.10Conclusion.113 L.E.K.ConsultingSPECIAL REPORTIntroductionMany businesses embrace the adage of“meeting consumers where they are,”but not all consumers shop in the same way.Indeed,as buying power shifts to younger generations,brands and retailers must continually evolve their unders

5、tanding of consumer needs and shopping behaviors.Take Generation Z.While a lot of assumptions are made about this generation,how they actually shop might surprise you.Raised in a digital,always-on world,Gen Z has more product choices than every other generation before it,and more ways to purchase th

6、ose products.Amid such an abundance of choice,Gen Zers are looking for ways to stand out from the crowd,to find products that reflect not just their style but their values,and they are doing the research to ensure they are informed consumers.Gen Z also expects the process of discovering and purchasi