For years, retail marketers have been told that the future of shopping is digital.
And while ecommerce continues to play a critical role in the customer journey, Gen Z is proving that digital-first doesn't necessarily mean online-only.
Today's younger shoppers are discovering products through social media, researching online, and engaging with brands across digital channels. But when it comes time to make a purchase, many are still choosing to shop in person.
For brands and retailers, this shift presents an important opportunity. As physical retail regains momentum, marketers need better ways to understand how digital campaigns influence store traffic, foot traffic attribution, and in-store sales.
Despite being one of the most digitally connected generations, Gen Z continues to value the in-store shopping experience.
According to research from o9 Solutions, only 12% of Gen Z shoppers plan to shop entirely online this summer.
That means nearly nine out of ten Gen Z consumers expect physical stores to play a role in their shopping journey, whether they're browsing, comparing products, seeking immediate gratification, or making purchases alongside friends and family.
Additional research from PYMNTS found that 62% of consumers aged 18-24 purchased merchandise in stores last year, reinforcing the continued importance of brick-and-mortar retail for younger consumers.
For brands that sell through retail partners, these numbers challenge a common assumption: online engagement does not always translate into online purchases.
In many cases, digital marketing efforts are helping drive shoppers into stores.
The resurgence of in-store shopping isn't simply about convenience. For Gen Z, shopping has increasingly become a social activity.
Research from Epsilon found that 31% of Gen Z minors and 26% of Gen Z adults view shopping as a social experience. Whether they're visiting stores with friends, exploring new products, or participating in trends like "mallmaxxing," younger consumers are finding value in the experience of shopping in person.
This behavior represents a significant shift for retailers.
For years, the conversation centered around how digital channels would replace physical retail. Instead, we're seeing evidence that digital and physical experiences are becoming more connected than ever.
Consumers may discover products on TikTok, Instagram, YouTube, or through display advertising, but many are still choosing to complete their journey in-store.
The modern customer journey is no longer linear.
A shopper might see a social ad, click through to a product page, read reviews, visit a retailer's website, and then purchase the product during a trip to a local store.
For marketers, this creates a measurement challenge.
Most brands have visibility into impressions, clicks, website visits, and online conversions. But many still struggle to understand how their digital advertising efforts influence store traffic and offline sales.
As a result, marketing teams may be underestimating the true impact of their campaigns.
If a customer sees an ad online and purchases in-store, traditional attribution models often fail to connect those interactions. That means successful campaigns may not receive the credit they deserve, while optimization decisions are made using incomplete data.
The reality is simple:
Your digital campaigns may be driving more store traffic than you can currently measure.
As consumer behavior continues to blend digital discovery with physical purchasing, marketers need measurement strategies that reflect how people actually shop.
This is where drive-to-store marketing and store visit attribution become critical.
Understanding how digital campaigns influence real-world retail outcomes allows brands to:
Without this visibility, marketers risk overlooking one of the most valuable outcomes their campaigns can generate: getting consumers through the door.
Gen Z's shopping habits are a reminder that retail isn't moving exclusively online or offline. Instead, consumers are seamlessly moving between digital and physical experiences throughout their buying journey.
The brands that succeed will be the ones that can understand, measure, and optimize that entire journey.
Because while a purchase may happen in-store, the path that led there often begins online.
If your customers are discovering products online and purchasing them in-store, relying on digital conversions alone may leave part of the story untold.
Cybba Drive to Store helps brands and retailers connect digital advertising efforts to real-world outcomes, giving marketers greater visibility into how campaigns influence:
By bridging the gap between digital advertising and physical retail activity, brands can gain a more complete understanding of campaign effectiveness and make smarter marketing decisions.
Learn more about Cybba Drive to Store
o9 Solutions: Omnichannel Summer Shopping Trends for Gen Z and Millennials: https://o9solutions.com/news/omnichannel-summer-shopping-gen-z-millennials
PYMNTS: Malls Mount Comeback as Gen Z Retail Buying Hits 62%: https://www.pymnts.com/news/retail/2026/malls-mount-comeback-as-gen-z-retail-buying-hits-62
Epsilon: The Gen Z Guide: https://www.epsilon.com/us/insights/resources/gen-z-guide