Why Gen Z Still Shops in Real Life (IRL) And How Wayfinding for Retail Helps Them Stay Longer

July 14, 2025
Categories:

Big Box Retail & Malls

Wayfinding for retail

The TikTok Generation Is Still Going to the Mall, But Not for What You Think! Despite growing up with same-day delivery and infinite scroll, Gen Z still likes shopping in person, but their loyalty often depends on wayfinding for retail, the subtle systems that help them navigate, explore and feel in control inside a store. They expect more than just shelves and checkouts. 

They’re showing up for something many retailers still underestimate: a well-designed, well-guided, emotionally aware experience.

And yet, even in 2025, many stores still get the basics wrong.

They’re Not Just There to Buy, They’re There to Feel

A sale might bring them in, but it’s the clarity, layout and pace of the experience that makes them stay.

And when those things fall short, Gen Z doesn’t linger, they leave.

  • A study found that 70% of customers leave a business because they couldn’t find what they were looking for.
  • According to research, shoppers abandon a purchase in-store not because the product isn’t in stock, but because they simply couldn’t locate it.
  • Another report shows that 47% of Gen Z shoppers cite difficulty finding products as a top frustration when shopping in person.
Wayfinding for retail

These are digital natives raised on real-time search and blue-dot maps. They expect that same clarity in-store. When they don’t get it, their patience wears thin and their interest fades.

That means store layouts matter. So does navigation. So does the app you forgot to update, the signage you over-designed and the QR code that still leads nowhere.

For Gen Z, in-store must feel as seamless as a good scroll, only with fewer taps and no guesswork.

What Gen Z Expects from Retail Wayfinding (But Rarely Gets)

1. Clear, confident navigation

Gen Z won’t ask where the skincare aisle is. They’ll just leave.

This is where retail wayfinding and mobile-friendly wayfinding for retail malls make all the difference. Self-guided tools, whether it’s a smart directory or an in-app map are expected, not exceptional.

Brands like Target and Decathlon have made aisle-level in-store maps part of the everyday experience. But many retailers haven’t caught up.

This is also where companies like Mapsted quietly come in, enabling indoor navigation that works without hardware, helping guide customers to what they want in real time.

2. Store apps that actually help

If your store app is just a glorified product catalog, Gen Z won’t use it.

They expect:

  • Real-time stock availability
  • Indoor navigation (blue-dot accuracy preferred)
  • Promotions based on where they are, not just what they buy

Apps that can guide customers using retail wayfinding apps and help them discover more while respecting their autonomy are the ones that get used and remembered.

3. Information that’s smart, not overwhelming

Gen Z doesn’t want to be “sold to.” But they do want to know what’s cool, what’s ethical and where to find it.

Too many signs and they tune out. Too few and they get lost. The best stores strike a balance. They use digital signage vs wayfinding in retail together, letting promo screens catch attention while clean navigation cues help customers move with confidence.

What They Love When It’s Done Right

When brands get it right, Gen Z responds. Here’s what they tend to love:

  • Flow over flash — Logical layouts they can move through intuitively.
  • Non-intrusive help — Maps and signs that don’t require asking anyone.
  • Personalized prompts — Nudges that feel helpful, not salesy.
  • Moments that feel shareable — Good lighting, AR filters or a story behind the product.

These aren’t gimmicks. They’re what make the trip feel worth it.

What Retailers Can Do (That Doesn’t Break the Budget)

Wayfinding for retail

The benefits of wayfinding maps in retail spaces go beyond navigation, they build customer confidence, help with product discovery and increase sales.

Even a simple map is a proven strategy for how to get more foot traffic to a retail store without a costly redesign. Here’s where many brands can start:

  • Fix the floor plan. Make it make sense. Zones, themes, open paths, all help.
  • Use signage thoughtfully. The benefits of wayfinding maps in retail spaces go beyond navigation, they support product discovery, customer confidence and store-wide visibility.
  • Add mobile-friendly tools. A simple store map in your app can reduce walkouts and confusion, one of the most effective strategies for how to get more foot traffic to a retail store.
  • Use wayfinding tech to get smarter. Tools like Mapsted can track foot traffic anonymously to help improve layout decisions over time.
  • Blend story and space. Highlight products, but also why they exist. Gen Z loves mission + function.

Even without a full redesign, these changes are proven ways to increase foot traffic in retail while boosting engagement and dwell time, often leading to higher footfall and better sales.

The Bigger Picture

Gen Z shops differently. They want clarity, control and connection, not chaos. If your store feels overwhelming or outdated, they’ll scroll elsewhere. But if it guides them, respects their pace and adds value at every step, they’ll return.

They don’t expect perfection. Just intentional design and effective wayfinding for retail, that shows you were thinking of them

Retailers who listen to that will find that Gen Z isn’t just browsing, they’re building brand loyalty, one well-guided visit at a time.

If you want to know how to improve retail wayfinding, book a demo with Mapsted now! And if you found this blog helpful, please read our blog on How Retail Staff Tracking Systems Are Changing In-Store Operations and Customer Experience? or watch our video on Smart Facility Management: Real-Time Response with Mapsted.

Frequently Asked Questions

Q1. When was the last time you walked into a store and instantly knew where to go?

Ans. And if you didn’t, did you stay? Most shoppers don’t. That’s why Mapsted focuses on making in-store navigation effortless, so your customers aren’t just walking in, they’re moving confidently through.

Q2. Are your in-store tools helping Gen Z find what they want or just promoting what you want to sell?

Ans. The best tools do both. Our tech helps shoppers find what they came for while discovering curated offers along the way. Think of it as respectful guidance, not interruption.

Q3. Does your app actually improve the in-store experience or is it just a pocket-sized catalogue?

Ans. If it doesn’t help locate products or offer useful in-store prompts, it’s falling short. That’s where indoor wayfinding apps like those Mapsted powers, step in to bridge intent and action.

Q4. If Gen Z can’t find the fitting room, the skincare aisle or the new drop, do they even try? Or do they just leave?

Ans. They leave. Quickly. Our clients tell us that mobile-friendly wayfinding tools dramatically reduce lost sales and increase dwell time, without needing new hardware or major redesigns.

Q5. In 2025, what matters more: a flashier window display or a smoother path once they walk through the door?

Ans. It’s not either-or. Draw them in with a story. Keep them in with clarity. Mapsted exists to quietly power that second part, the part that keeps customers exploring, engaging, and returning.

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