Dear Retailers, Being born into a digital-centric world, I spend so much of my day-to-day life online, whether I'm scrolling through social media, working on my Mac or watching Netflix. So it’s not surprising that when it comes to shopping, I’m often excited to log off and head in-store. Years ago, in-store retail was a boring maze of racks, store layouts weren’t fun enough to engage me, and the lack of online reviews made me want to give up all together. And when it came to online shopping, I found the experience frustrating and impersonal. On the whole, shopping was time consuming, disconnected and an expensive hobby. Fast forward to 2018, and things have drastically improved (although there’s still work to be done). I love to shop in-store, but being able to browse and shop online is still important. I expect retailers to embrace technology in the way that I do and make my experience as positive and rewarding as possible. So here’s some tips, with love from me to you, in winning my generation over:
Marketers Beware: Gen Z and Millennials aren’t so similar after all. I hate to be the bearer of bad news, but for all the brands out there who have been told that Gen Z are Millennials on steroids, you’ve been fed #FakeNews. It’s time for the marketers who have simply been lumping the two “digital” generations together to learn the difference between them, which in turn will ultimately lead to a major difference in your marketing returns.
Gen Z present a demographic with interests, expectations and consumer habits that are distinct from those of Millennials or Gen X, so if you’re a brand that has an “it’s complicated status” with Gen Z, you’re in good company. Today’s students admit that social media drives their purchasing habits more than any other form of merchandising model. Find out how online retail giants, like eBay, have the size, scale and reach to out – social social.
There’s been a lot of talk lately that Gen Z can’t be trusted when it comes to brand loyalty. While it’s true marketers cannot (and should not) rely exclusively on loyalty programmes to win Gen Z consumers, it’s also true they shouldn’t just toss them out the window. There’s room for contradictions when marketing to Gen Z and brands should consider that there are additional if not alternative ways to cultivate brand loyalty.