Retailers Need to Bump up the Friction

In an article for The Retail Bulletin, Glynn Davis explores how younger consumers are embracing the in-store experience and the value of “friction” in retail.

“It seems that Gen Alpha (eight-to-14-year-olds) recognizes the upsides of injecting a little friction into their lives. As many as 73% prefer to shop in store, according to research from MG2, having grown up with online as the norm they now regard brick-and-mortar stores as the more novel experience and they want a bit of this physical action.”