Generation Z, despite being digital natives, still loves the in-store retail experience and is more likely to shop at brick-and-mortar stores compared to older generations. They value the opportunity to try products and interact with store associates before making a purchase. Retail brands need to adapt their strategies to accommodate Gen Z's preferences and leverage online platforms, such as local SEO and reputation management, to attract and engage this generation of shoppers. Building a strong online presence, showcasing positive reviews, and offering seamless in-store experiences can drive Gen Z consumers to choose your brand over competitors.