Generalized marketing is out. Gen Z demands an individualized experience that leverages technology to predict their needs and wants—and they’re willing to trade their personal data for it.
If their social media habits are any indication, Gen Zers want brands that can engage them with personalized messaging and instantaneous responses to their questions. Guess who’s able to do that? Chatbots.
Gen Z craves stores that function halfway between retail outlets and retail playgrounds. Here's how NYC-based furniture brand Burrow is reinventing couch buying as a form of experiential retail.
Ecommerce tends to take its triumphs a little for granted these days. There’s talk of how the “Amazon Effect” has upended the traditional “offline” customer journey, rendering it obsolete. There’s the implicit notion that a customer will no longer just mosey over to their favorite store, pick out a shirt they like, try it on in the fitting room, wait in line to buy it and then purchase it from an actual, live salesperson—certainly not in a world with 100 million loyal Amazon Prime members and counting.