Aug 19, 22 | 3 min read
Reading time: 3 minutes
Gen Z is unique. They are the first generation to be fully digitally native. This was not the case for Millennials. And now, since they are entering the workforce, they are making their own money. That means they now make their own purchases.
What are your preferences? According to a recent survey by Verint , everything points to digital experiences.
This audience is much less interested in brick-and-mortar stores. Less than 36% of consumers under 40 visited physical locations when interacting with retailers. Among those over 57, two-thirds were previously in the habit of doing so.
For Gen Z, the priority when it comes to shopping is having good online experiences. That means higher expectations that retailers must meet.
As the economic importance of this switzerland email list generation grows, you may wonder: is this the end of brick-and-mortar stores? Let's discuss it in this article.
Why does Generation Z prefer to shop online?
Gen Z spends way too much time online (as a member of this generation, I'm guilty of that). However, this doesn't mean that it's easy to convince younger audiences to shop online.
Verint research highlights that Gen Z and Millennials have more complex purchasing journeys, with more than 75% using at least one other digital resource , such as review websites, influencers and social media, to help inform their purchasing decision.
A good example of this phenomenon is how Generation Z uses TikTok more than Google to make queries .
But wait, this doesn't mean this generation hates shopping in stores. They see a lot of value in visiting physical stores, as they can choose delivery services or take advantage of special discounts.
In fact, other surveys like GWI research show that brick-and-mortar stores are actually important to Gen Z. They simply prefer shopping through online experiences.
Source: GWI
What can retailers and sellers do?
The best way to maintain satisfaction among Gen Z is to understand that they use multiple digital channels and expect consistency across them.
Omnichannel is key
An omnichannel strategy will allow you to offer a simultaneous and interconnected experience across different touchpoints. Thinking about these tactics allows you to improve your customers’ experience, and younger consumers will thank you for it.
Some ideas for implementing an omnichannel strategy are:
Integrate your digital channels;
Involves physical strategies;
Improve your communication points.
Remember that being omnichannel is not about focusing only on improving your digital gadget, but about thinking about the purchasing process as something that happens both online and offline.
Reshape your way of doing Marketing
We know that working with increasingly younger audiences is a completely new word. Marketers need to be open-minded in order to connect with the behavior of the next generations.
If Gen Z is not receptive to traditional marketing, you need to look for different channels to connect with them. For example, you can take a look at the rising social platforms like Discord and TikTok to increase your awareness. Also, don’t forget about your online reputation as they are more skeptical before buying anything.
Business and Marketing are constantly changing, but what remains is the willingness to adapt and stay up to date.
