Digital natives, those born after 2002, expect retail to be “everywhere” not just on their mobile.
Chief executive Chris Sanderson said Generation I – which stands for immediate, informal and interactive – don’t think about technology, “it’s just there”.
He said worries about tracking customer behaviour were redundant in Generation I shoppers.
He said: “Whilst we recoil at the intrusion into privacy, this is not how Generation I behaves.”
Sanderson said that retailers need to merge the physical and digital worlds, or “phygital” as he called it, to give Generation I shoppers what they want.
