Too many retailers are terrified of Generation Z based off of the fact that they’re comparison shoppers. It’s true that young shoppers are quick to hop on their Iphones to find the best price on an item, but there’s no need for small business owners to worry.
If you’re a small to medium-sized retailer, let me be the first to reassure you: you won’t have to compete with the big box stores on pricing in order to win over next generation customers. Why? Because “pricing” and “perceived” value are two very different things, and the perception of value is more important to your sales than the actual price of the merchandise.
