Retail Isn’t Dead—It’s 60 and Thriving (But Gen Z Still Shops Too)
- Peter Luff
- Oct 2
- 3 min read
Why Age Matters in Physical Store Analytics—and What to Do About It
We often hear that physical retail is in decline. But the reality is more nuanced—and more demographic-driven than most teams realise.
Recent global data shows that adults aged 60–69 are among the most physically active across 22 developed countries. They walk more, dwell longer, and engage more consistently in physical environments than many younger cohorts. In fact, their activity levels often surpass those of digital-native age groups.
This has profound implications for retail teams and mall operators. If you’re not measuring age—or designing environments that respond to it—you’re missing a strategic opportunity.
🛍️ Physical Retail Still Dominates—And Deserves Strategic Investment
It’s tempting to think that online shopping has overtaken physical retail. But the numbers tell a different story.
In the UK, online sales are projected to account for 38.1% of total retail sales by the end of 2025, meaning nearly two-thirds of retail still happens in physical environments.
Globally, brick-and-mortar remains the dominant channel in most developed markets.
Physical retail isn’t just surviving—it’s still where most decisions, experiences, and transactions take place. It’s the heartbeat of brand engagement, community presence, and real-world conversion.
That’s why it deserves strategic investment—not just in design, but in measurement. If most sales still happen in-store, then understanding who, how, and why becomes mission-critical.
👣 Who’s Actually Showing Up?
While younger shoppers dominate online channels, older adults are quietly powering foot traffic in physical retail. They value in-person experiences, are less likely to rely solely on e-commerce, and often have more disposable time and income.
Yet most retail analytics systems treat all visitors as equal. That’s a mistake.
📊 Why Measuring Age Matters
Understanding age distribution in-store helps teams:
Tailor environments to the needs and preferences of different age groups
Segment behavioural KPIs (e.g. dwell time, repeat visits) by demographic
Refine marketing attribution—older shoppers may not click, but they do convert
Improve accessibility and comfort for high-value segments
Support leasing decisions in malls based on age-driven traffic patterns
🛠️ How to Measure Age Responsibly
Age estimation in physical retail must be done ethically, anonymously, and in full compliance with data privacy regulations like GDPR. That means avoiding technologies that rely on facial recognition or biometric profiling.
Instead, retailers and mall operators should focus on privacy-first infrastructure that enables insight without compromising trust.
✅ Why Re-ID Works
Re-identification (Re-ID) allows teams to
track unique visitor journeys across time and space—without identifying who someone is. It uses non-biometric markers like clothing, gait, or movement patterns to distinguish repeat visits, zone transitions, and associate interactions.
Re-ID is:
Anonymous by design
GDPR-compliant when implemented correctly
Powerful for behavioural segmentation, including age bands, without storing personal identity
🚫 What to Avoid
Facial recognition for age estimation: This crosses into biometric data territory, triggering strict compliance requirements and potential consumer backlash.
Persistent identity tracking: Anything that links behaviour to a known individual (e.g. loyalty card, phone MAC address) must be opt-in and transparently disclosed.
Unsegmented data: Treating all visitors as equal misses the nuance that age-based behaviour reveals.
🌱 What About Younger Shoppers?
There’s a misconception that Gen Z and Millennials have abandoned physical retail. They haven’t—they’re just engaging differently.
Younger cohorts still value in-store experiences, but they’re looking for:
Immersion over transaction: Pop-ups, brand activations, and hybrid spaces
Social validation: Instagrammable moments, TikTok walkthroughs, and peer discovery
Convenience with control: Scan-and-go, mobile checkout, real-time stock visibility
Purpose-driven environments: Sustainability, inclusivity, and ethical sourcing
They’re not lost to physical retail—they’re waiting for it to catch up.
🧠 Strategic Moves for Retailers and Mall Operators
Audit your current analytics setup. Are you capturing age data—or just counting heads?
Map age to behaviour. Which age groups dwell longest, convert most often, or return most frequently?
Design for diversity. Ensure your physical environment supports both younger and older shoppers.
Use age data to inform leasing. Mall operators can guide tenant mix based on who’s actually walking the space.
Blend physical and digital. Let stores be launchpads for social sharing, loyalty journeys, and brand storytelling.
📣 Final Thought
Retail’s future isn’t just digital—it’s demographic. And the most overlooked segment may be the one spending the most time in your stores. But the most promising segment? That’s the one waiting to be inspired.
Measure age. Understand behaviour. Design smarter. For every generation.
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