The former ‘it’ generation is getting older. Millennials’ purchasing power is on the verge of being surpassed by the next generation of consumer: Generation Z. Forward-thinking retailers are starting to heed the digital preferences and consumer expectations of this burgeoning market. Unlike millennials who grew up with technology as more of a convenience than a necessity, Gen Z sees it as an integral part of their daily lives. In fact, they cannot remember a time before the Internet. They anticipate a shopping experience that leverages technology in new and innovative ways, yet still provides the reassurance of being able to interact with a real, live human being. Read more at Retail Dive.