Bath & Body Works reveals surprising trend: Gen Z customers flock to physical stores to smell products before purchasing, defying digital shopping expectations. The fragrance and body care retailer is doubling down on this insight with a comprehensive strategy that emphasizes the sensory advantages of in-person shopping. A counterintuitive shift in Gen Z shopping behavior, with younger consumers increasingly favoring physical stores for sensory-rich experiences despite their digital-native upbringing.
Gen Z’s In-Store Shopping Preferences
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58.8% of Gen Z prefers in-store shopping to physically experience products before purchasing, driven by the desire to touch, feel, and test items like fragrances and beauty products.
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44% visit brick-and-mortar stores for inspiration, surpassing other generations in blending digital research with tactile validation.
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51% prioritize buying food/drink in physical stores compared to 57% who prefer online clothing purchases, reflecting category-specific preferences
The Power of Sensory Retail
Scent products represent a unique category in retail. Unlike…
clothing, electronics, or even cosmetics, fragrance remains stubbornly resistant to digitization. No website can adequately convey the experience of sampling a new perfume or candle. Bath & Body Works has recognized this advantage and is leveraging it strategically.
Rather than attempting to replicate the scent experience online, the company is investing in enhancing the in-store environment where their products naturally shine. The retailer’s decision reflects a deeper understanding of Gen Z’s shopping motivations.
While this generation grew up with smartphones and e-commerce, they still value experiential retail that engages multiple senses. Physical shopping provides an irreplaceable value proposition for products where scent is the primary selling feature.
Gingham+ Reimagines Store Design The retailer launched its Gingham+ store design in March 2025 to cater to these preferences, with features targeting Gen Z’s demand for tactile experiences. Currently implemented in 15 locations across domestic and international markets, this redesign goes beyond cosmetic updates…
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