Retailers say they’re digitally transforming to capture next gen shoppers’ loyalty. That’s because self-serving studies from digital solution providers have conditioned retailers to think that’s what young consumers want. Here’s a challenge: Find me someone in their 20s who is begging for another pop-up ad or push notification.

Stop guessing what next gens want and start listening to them. A whopping 78 percent of Gen Z gets overwhelmed when shopping online. They’re telling retailers to reduce friction points along their path-to-purchase, not pile them on in hopes of getting some dreamy ROI.

Gen Z won’t put up with false urgency from retailers. The old “going, going, gone” scarcity narrative will have them “going, going, forever gone” from your email list. Unintentionally frustrating customers isn’t a good business move . . . no matter what the guy selling you the software suite tells you about the magic of digital innovation.